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MoMA at NGV: 130 Years of Modern and Contemporary Art provided a unique survey of the Museum’s iconic collection. Consisting of over 200 key works, arranged chronologically into eight thematic sections, the exhibition traced the development of art and design from late-19th century urban and industrial transformation, through to the digital and global present. 3 Deep were commissioned to establish a highly identifiable campaign for the landmark exhibition.

The campaign sought to excite existing and discerning patrons, while captivating and stimulating supporting partners and media.

Playing a distinctive role within the cultural, social and economic landscape, it was vital that the campaign not only capture the essence of the landmark exhibition, but reflect the prestige and confidence of the gallery.

The National Gallery of Victoria (NGV) is the oldest and most visited gallery in Australia and within the top 25 most visited museums in the world.

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    In a dual presentation of Chinese art and culture past and present, the 2019 Melbourne Winter Masterpieces series at the National Gallery of Victoria presented China’s ancient terracotta warriors alongside an exhibition of new works by one of the world’s most exciting contemporary artists, Cai Guo-Qiang. 3 Deep were commissioned to establish a highly identifiable campaign that presented both exhibitions in accord.

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    NATIONAL GALLERY OF VICTORIA

    Brand Identity

    The National Gallery of Victoria (NGV) is the oldest and most visited gallery in Australia and within the top 25 most visited museums in the world. Following a significant review of the NGV brand and communication strategies, audience segments and competitive environment, 3 Deep repositioned the brand and established an integrated program of communications across all branded, campaign, environmental and consumer touch points.

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