Out of Home company Total Outdoor Media (TOM) has partnered with Melbourne gallery Nicholas Projects to launch INTOMISSION, an innovative outdoor campaign showcasing the work of Australian artists across TOM’s static and digital large-format billboards in regional Victoria.
“The first of its kind in Australia, INTOMISSION is a unique, non-profit initiative that will provide a largescale public platform for a diverse mix of up-and-coming and established artists to reach new audiences in a new setting,” said the Outdoor Media Association (OMA). “Integrating images of paintings, photographs, drawings and new media art at high-visibility locations across regional Victoria, reaching approximately 1.5 million vehicles per week, INTOMISSION presents the wider regional audience with a far-reaching connection to Australian artists and the art world.
“The name INTOMISSION plays on the concept of an intermission, placing the artwork between regular advertising material to bring a refreshing burst of creativity and joy into the everyday public realm through art.”
Each of the 12 featured artists will be profiled for a four week period, with messaging on the billboards to direct the audience to the artist’s website or social media platforms.
Director of Nicholas Projects Benjamin Aitken, who will be participating in the initiative, said the campaign will assert art’s value in everyday experience. “At Nicholas Projects, we are passionate about supporting Australian artists in unique and creative ways throughout their career, and we believe this initiative is unlike anything undertaken in Australia before, which is truly exciting.
“Through INTOMISSION, we will be sharing the work of some of Australia’s most original and talented contemporary artists across large-scale, public platforms around the state, presenting their work to diverse new audiences and strengthening the connection between the arts and the wider population of Victoria. This campaign is a completely non-profit initiative, motivated by our desire to promote talented artists on a new stage. The generosity of Total Outdoor Media allows the art to be displayed on prominent billboards across the state in the place of advertising material, bringing art into everyday life and allowing it to shine through.”
Market leaders in large-format regional billboards, TOM’s digital and static billboards will be co-opted at locations in Geelong, Ballarat, Bendigo, Shepparton, Warrnambool, Wangaratta, Traralgon and Horsham, with the potential to reach over 25 per cent of the Victorian population in their everyday environment.
“The large-format billboard media landscape across regional Victoria lends itself to bringing outstanding contemporary art to the local communities and greater Victorian population to experience and enjoy,” said the OMA. “Bringing a mix of styles, approaches, media and profiles, INTOMISSION works to celebrate Australian art by sharing it to vast audiences, while drawing together a network of some of the country’s most interesting artists in one innovative program offering.”
Owner and managing director of TOM, Ged Hart, is proud of TOM’s role in supporting the roll-out of INTOMISSION. “At TOM, we’ve always been passionate about thinking outside the box and supporting movements that we believe offer a positive impact on Australian culture. This campaign celebrates contemporary art and the Australian creative community and we’re proud to be playing a part in its execution. INTOMISSION is a wonderful initiative that allows artists to showcase their talent to the ever-expanding audience of regional Victoria, and as Australia’s market leaders in regional billboard placement, there is no one better suited than TOM to bring this project to life.
“This campaign presented a unique opportunity to get involved in a form of contemporary marketing that reimagines the traditional expectations and boundaries of advertising, achieving something that is motivated by creativity, talent and passion. We’re really excited to see this one roll out,” said Hart.
The participating artists are Jon Cattapan, Hayley Millar Baker, Peter Atkins, Casey Jeffery, Nick Mullaly, Hayley Arjona, Simon Strong, Jack Rowland, Kait James, Fiona Lowry, Sam Leach, and Benjamin Aitken.
Cattapan said: “In Australia, we’re lucky to have an incredible artist community that is both serious and innovative. INTOMISSION will be an opportunity to share the talent of a varied group of Australian artists, and I am very proud to be involved. INTOMISSION offers the chance to show our inspirations, concepts and the influence of place on a public platform, to captivate an audience we may not traditionally be reaching.”
Learn more about INTOMISSION here: https://totaloutdoormedia.com.au/intomission/
