Not a fan of art? You’re not alone. Many Australians feel art isn’t “for them.” But Telstra wants to change that.
With the new ‘Into Art’ campaign—created by +61 and Bear Meets Eagle On Fire—Telstra is turning everyday art skeptics into… art themselves! Three real Aussies—Bradley, Midori, and Wally—who weren’t into art, have been transformed into stunning, lifelike sculptures by famous Australian sculptor Sam Jinks.
These hyper-realistic artworks are made from silicone, resin, fiberglass, and even real hair! They are now on free public display at the Ian Potter Centre: National Gallery of Victoria (NGV) in Melbourne.
The campaign builds on Telstra’s 40-year commitment to supporting the arts in Australia. It encourages people to give art another look—and see how accessible and enjoyable it can be for everyone.
Visitors can enjoy an audio tour voiced by Bradley and NGV’s senior curator Ewan McEoin, giving a fun and simple take on the sculptures and other artworks.
And for those who want to show their support, free “Into Art” tote bags, mugs, and T-shirts are also being handed out to guests.
As Telstra CMO Brent Smart says, “Art is everywhere. It can be for everyone. We just need to give people the chance to see it differently.”
With this campaign, Telstra is proving that you don’t have to be an art expert to enjoy it—and maybe, just maybe, you’ll discover that you’ve been ‘into art’ all along.
Credits:
Client: Telstra
Chief Marketing Officer: Brent Smart
Campaign Lead: Nicola Reeves
Head of Creative Excellence: Anna Jackson
Head of Brand: Alita McMenamin
Senior Media Specialist: Pretty Likhitlersuang
Digital Specialist: Zamanda Kwan & Pip Lane
Film
Production company: Revolver
Director: Richard Bullock
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Producer: Lily Warland
DOP: Jordan Maddocks & Peter Eastgate
Post Production: The Editors, Carve & Stitch
Colourist: Trish Cahill
Audio production: Rumble
Artist: Sam Jinks
Collaborators: National Gallery of Victoria
