Block ignites curiosity in new campaign for Perth Institute of Contemporary Arts
As the Perth Cultural Centre embarks on a major redevelopment, transforming the landscape around the Perth Institute of Contemporary Arts (PICA), Block has seized this moment of flux to launch a provocative new out-of-home campaign that takes PICA’s ethos beyond its gallery walls.
Guided by the brand idea—“Cultivating the Provocative. Provoking the Culture.”—PICA is using this period of upheaval to engage the public in its mission of fostering curiosity and critical thought. For the next year or so, the construction site surrounding PICA will become a canvas for artful interrogation, with Block’s campaign posing a series of open-ended, thought-provoking questions across construction hoardings, street posters, billboards, and bus backs.
These questions aren’t about finding answers—they’re about embracing the ambiguity and sparking conversations that have no definitive endpoint.
“Usually in advertising, we’re solving problems, but what happens when the questions themselves are the product?” reflects Mark Braddock, Block’s Co-Founder & Creative Strategy Director. “We wanted to encourage the public to relish in uncertainty, to question everything—whether that’s their environment, their beliefs, or even the role of contemporary art itself.”
The campaign’s tagline, “Where answers are questioned,” encapsulates PICA’s commitment to challenging norms and inviting the public into a dialogue that thrives on complexity and ambiguity. Each question—like “What are you looking for?”—is designed to offer a moment of reflection amid the urban bustle.
In a time of physical transformation, PICA remains steadfast in its purpose, reminding loyal patrons and newcomers alike that contemporary art transcends gallery walls—it’s both an idea and a place. This campaign ensures that even amidst construction, PICA continues to be a beacon for the inquisitive, a place where every answer is just another question waiting to be asked.
By turning the cityscape into a space for inquiry, Block’s campaign positions PICA not just as a physical destination, but as an ever-evolving cultural dialogue—a reminder that art’s greatest power lies in its ability to make us question.
