Australian artist Ben Quilty wheels out the love for Ngununggula in new campaign via Atypical

Based in the Southern Highlands, about halfway between Sydney and Canberra, Ngununggula is one of the country’s newest galleries, and the first in the region. In its first ever brand awareness campaign, it has one thing in mind: the journey is all part of the experience.

Starring one of Australia’s pre-eminent artists, Ben Quilty, alongside a mixed bag of art lovers, the online and cinema campaign aims to entice people up, out and into the region for a sublime art experience.

Transformed from an old dairy farm at Retford Park (a National Trust property donated by the late James Fairfax), into a magnificent contemporary gallery space, Ngununggula is at the forefront of curating some of the country’s most exciting and significant artists and programs. With the ‘Art Is A Journey’ campaign leading into the 2023 program announcement, later this month.

Says Megan Monte, gallery director: “Ngununggula means belonging in the local Gundungurra language and exists to nurture creativity and enjoyment of the arts for everyone. As a brand new gallery, the Art Is A Journey campaign allows us to reach a broader audience and bring new faces through our doors.”

Competing for the hearts and minds of art lovers in the major cities, and the region itself, the campaign shows three creative minds doing whatever they can to get there.

Says Nick Garner, producer, Playground: “Art as an experience in a beautiful part of the world is a familiar enticement, and fair enough too, but the cut-through this campaign required was always going to lie in the voice of the place. Ngununggula is a wonderful gallery with a real sense of purpose, but the character of the place is anything but austere. The aim was to connect with folk via an idiosyncratic and witty campaign, that would charm your socks off”, Nick Garner, producer.

Agency: Atypical
Production: Playground

Writer/Director: David Barker
Producer: Nick Garner
DOP: Alexander Leeway
Camera Assist: Marcel Breed
Camera Assist: Tom Rolfe
Gaffer: Storm Ashwood
Drone Co: Flying Robot
Drone: Andy Willmott
HMU: Sue Carroll
Prod Asst: Max Laursen
Editor: Marianne Khoo
Colourist: Adrian Hauser
Music: Pete Jones, RanRun Studio

Client: Ngununggula
Director: Megan Monte
Assistant Director: Milena Stojanovska