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Museum of Contemporary Art

Museum of Contemporary Art


In June 2013, Sydney Harbour Foreshore Authority (SHFA) began cleaning the east-facing façade of the Museum of Contemporary Art (MCA) to preserve and reinvigorate the building’s quayside exterior. But instead of covering the scaffold surrounding the building in a dull wrap, SHFA transformed the building work into an enormous six-storey high public artwork that unravelled and evolved over three months.

Campaign Highlights

* Cardinal Spin was engaged on a project basis to drive the communications campaign behind the MCA transformation. The campaign was designed to not only drive the community to the artwork, but also reinforce The Rocks as a cultural arts hub and SHFA’s reputation as a leader of innovative project collaborations.

* Cardinal Spin secured coverage for the artwork across muliple mediums including print, radio and digital, with cover stories and features running in Central Magazine and The Australian. Radio interviews and news grabs were also facilitated on 2SER.

* Online highlights included Broadsheet, Sydney Social 101, Art Collector, Artabase and DesignBoom.

* Cardinal Spin also secured top-tier media attendance for the artwork including journalists from Sydney Morning Herald and Central Magazine. 

  • Museum of Contemporary Art Project Image 1
  • Museum of Contemporary Art Project Image 2