Six Sydney cultural institutions join forces to launch new ‘Find Yourself’ campaign via Chisel

Launching today, ‘Find Yourself’ is an uplifting new advertising campaign promoting Sydney’s iconic cultural institutions, created by Sydney agency Chisel in collaboration with the Art Gallery of New South Wales, Australian Museum, Museum of Contemporary Art Australia, Powerhouse Museum, State Library of New South Wales, and Sydney Living Museums.

The first creative collaboration between the six cultural institutions and Chisel, ‘Find Yourself’ encourages Sydneysiders and tourists to again explore the city’s art galleries, museums, libraries and historic sites to discover immersive, reflective and surprising experiences.

Says Miranda Carroll, director of public engagement, Art Gallery of NSW: “The new campaign is an exciting first for the institutions, which are rebounding after temporary closures in 2021 and are united in their aim to inspire audiences to get out and rediscover the extraordinary cultural experiences Sydney has to offer.”

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The campaign is proudly supported by the NSW Government through its tourism and major events agency, Destination NSW.

Says Stuart Ayres, minister for tourism: “Sydney is a hub of arts and culture and is home to some of Australia’s leading cultural and artistic institutions – each boasting a rich and dynamic annual program that reflects the depth of talent, creativity and knowledge found in New South Wales. ‘Find Yourself’ is an inspiring reminder that Sydney’s iconic institutions are open to the world and have the power to transform and renew.”

Elegantly shot on a FPV drone during lockdown at 60kmh, each vignette in the one minute advertisement brings you up close and personal with world-renowned collections and exhibitions, including stunning artworks at the Museum of Contemporary Art Australia and the Art Gallery of NSW, as well as 66 million year-old dinosaur fossil skeletons from the Mesozoic era at the Australian Museum. Also featured is the iconic Hyde Park Barracks, the glorious reading room at the State Library and the unique Microcars exhibition at the Powerhouse.

Says Zak Kaczmarek, co-founder and creative director, Chisel: “One of the most beautiful things about these institutions are the spaces themselves and the way in which the curators and librarians use them to showcase exhibitions and collections. We thought, ‘What exactly do people like to do when they visit a cultural institution, and how can we remind them of the joys these public places provide?’ It all came back to people wanting to find themselves a new perspective on the world — on history, on art, on how everything works or comes to be.

“We wanted to use a different perspective as well, visually showcasing the beauty of the spaces, the artwork, displays and exhibitions. This is the first time a drone has been permitted to film inside most of the institutions and being able to access them in this way has resulted in a pretty cool piece of film.”

The vibrant online campaign launches today across Instagram, Facebook, Twitter, YouTube and partner channels of all six institutions. For more information, go to findyourself.org.au.

Sydney’s iconic cultural institutions reflect not only Australia’s past and present, but our future too. They are spaces that spark our curiosity, ignite our imagination, challenge our perspectives and inspire our creativity.

These are places that inspire true, deep emotions – surprise, fear, amazement, awakening.

Find yourself in Sydney’s iconic cultural spaces.

Produced by: Chisel

In collaboration with:
Art Gallery of New South Wales
Australian Museum
Museum of Contemporary Art Australia
Powerhouse Museum
State Library of New South Wales
Sydney Living Museums