Optimism Half Full in Brisbane GoMA

The Gallery of Modern Art in Brisbane has teamed up again with Clemenger Brisbane, following up thir promotion of the Andy Warhol Exhibition with “Contemporary Australia: Optimism”, a free summer exhibition. The free exhibition, open daily until February 2009, celebrates the way contemporary artists envision the world, exploring it with hope, energy, passion and playfulness.

GoMA Optimism TV commercial

In the television commercial, one man’s despair leads indirectly to the inspiration of hope in another. Perhaps one of the most inspiring parts of the advertisement is the reminder that the exhibition is free.

Click on the image below to play the video in YouTube


The GoMA Optimism campaign was developed at Clemenger Harvie Edge Brisbane by managing director Stephen Forth, creative director/art director Grant Johnston, copywriter Nic Harman, agency producer Mariza Bubic, head of client services Andrew Lethlean, business director Heidi Monsour.

Clemenger creative director Grant Johnston explains the focus on the collective inspiration of contemporary Australian artists rather than on the art or particular artists.

“We realised that these people were the kind that would likely see the glass as half full. It was from that insight the creative executions were born.”

Clemenger Brisbane managing director Stephen Forth talks about the creative energy associated with the campaign…

“What time is more in need of optimism than now? With so much uncertainty and economic turmoil, we thought it was the perfect medium to promote such an emotion. Campaigns like this also present an opportunity to create work for an industry that our creative team can very much relate to.”

Filming was shot by director Gavain Browne via Taxi Film, with executive producer Andrew Wareham and producer Tanya Spencer.

Post production was done at Cutting Edge, by offline editor Steve Thomas, and compositing editor Jeff Gaunt. Music is by Pete Jones.

Queensland Art Gallery Director Tony Ellwood said Optimism is an ambitious new national series of triennial contemporary Australian art, shown in a way unseen by audiences before.

“Optimism features more than 250 artworks by 67 emerging, mid-career and senior Indigenous and non-Indigenous artists ranging in age from their mid-20s to their mid-80s”, he said. “The exhibition also includes the Kids: Contemporary Australia program in the Children’s Art Centre, an amazing schedule of Australian cinema, a Friday night program with Australia Up Late starting 2 January and will be accompanied by a broad ranging public program.”