JCDecaux is bringing art to the people, turning the streets into an outdoor art gallery this week, to celebrate the opening of Australia’s most extraordinary art event, the Art Gallery of New South Wales’ Archibald, Wynne and Sulman Prizes 2021.
Honouring its long-standing partnership with the Art Gallery of NSW, and in celebration of 100 years of the Archibald Prize, JCDecaux will display the 2021 Archibald Prize-winning artwork across its digital Street Furniture network in Sydney. In a first for Australia’s oldest and most-loved portrait award, last week saw JCDecaux Street Furniture networks count down to the event last Friday, before switching creative to the prize-winning artwork, as soon as it was announced.
In addition to this dynamic digital activity, selected panels across the city have been transformed into gold gilded artwork frames, featuring scrolling images of Archibald Prize portraits from across the decades.
Art Gallery of NSW Director of Public Engagement, Miranda Carroll, said: “We are excited to partner with JCDecaux to bring the Archibald Prize to the streets of Sydney and to invite the community to join us in celebrating this extraordinary cultural milestone. We look forward to welcoming thousands of people to the Art Gallery to experience two enthralling exhibitions, the 2021 Archibald Prize and Archie 100: A Century of the Archibald Prize, which together reveal the evolution of the prize, from 1921 to today, and the changing face of our nation.”
JCDecaux Head of Creative Solutions, Ashley Taylor, said: “We are so proud to have had such a positive relationship with the Art Gallery of NSW and have had the pleasure of celebrating 100 years of the Archies across our network. Such a partnership showcases our ongoing commitment to enriching urban life.”
The collaborative campaign between the Art Gallery of NSW and JCDecaux’s Creative Solutions team is a harmonious blend of classic formats to celebrate some of the extraordinary artwork of the last 100 years, while also using dynamic digital opportunities to create anticipation for the announcement of the 2021 prize winner.
The campaign went live across the JCDecaux network from June 1. The Archibald, Wynne and Sulman Prizes 2021 and Archie 100: A Century of the Archibald Prize exhibitions are on display from 5 June to 26 September 2021 at the Art Gallery of NSW.