Museums Victoria 'LOVE'
The State of Play
As a champion of Melbourne’s multiculturalism, the Immigration Museum holds a special place in many hearts. And to ensure things stay this way, the Immigration Museum is changing. Part of this evolution sees a conscious change in the programming, with exhibitions and experiences that reflect the shifting focus for the museum to become a place that not only celebrates diversity, but is devoted to the universality of human experiences – stories we can all relate to.
Museums Victoria needed a strong visual identity for the centrepiece exhibition, Love – an experiential exhibition focused on our innate desire to love and be loved. Developed and co-curated with Heide Museum of Modern Art, Love combines visual art, historic and contemporary artefacts and audio reflections from Victorian storytellers. The exhibition also marks the relaunch of the building’s most important space, the Long Room – a relic of Renaissance Revival architecture.
The campaign would run across both digital and out-of-home channels, and comfortably sit within the current redevelopment of the museum’s overall identity as a place to engage with personal stories and discover meaningful emotional connections.
Yoke created a visual identity that focused on love in all its joyous, illogical, heart-breaking and tender glory. With simple, emotive headlines and striking imagery, the creative brought the personal, diverse, timeless, and raw stories to life.
Everyone has a love story. So it’s important the campaign stopped the audience in their tracks, causing them to reflect upon their stories and share the love.
Since opening in December, we’ve seen some great results and excellent attendance numbers – watch this space as we update the measurable success.
Yoke truly captured the essence of Love. The campaign is both creative and conceptual in the way it demands attention and causes audiences to reflect on their own love stories – experiences that are breathtaking and miraculous.
With such a vital exhibition, it was important we had a responsive relationship with our agency partner – and Yoke were the perfect fit, delivering timely, creative solutions throughout the entire process, from initial concepts to asset rollout.
-Krystal Maynard, Marketing Manager, Museums Victoria