Heide Museum of Modern Art uses social media to critique art in campaign

Heide Museum of Modern Art is using social media to share people’s opinions on museum art around Melbourne city.

‘The People’s Panel’ campaign displays tweets and allows social media users to interact with other people’s comments by projecting the tweets onto digital panels.

Created by M&C Saatchi Melbourne, the campaign will feature replicas of artworks placed around Melbourne city opposite Flinders Street Station.

People will be able to interact with the art while commuting around the city.

The campaign will launch the new exhibition ‘Call of the Avant-Garde: Constructivism and Australian Art’, featuring replicas of the artwork.

Mike Plumridge, creative at M&C Saatchi Melbourne, said in a statement: “You don’t have to be a film critic to have an opinion on a movie, and you should’t have to be an art historian to give an opinion on art.”

Dr Natasha Cica, director at Heide Museum of Modern Art, said: “The People’s Panel brings art to the people, and people to art, in an innovative way – and it’s faithful to Heide’s distinctive legacy as a place for lively discussion.”


  • Agency: M&C Saatchi Melbourne
  • Executive Creative Director – Paul Taylor
  • Head of Integrated Production – Gene Kingi
  • Creative Team – Mathew Hine, Mike Plumridge
  • Account Manager – Margaux Boisson
  • Technology Lead – Ben Patterson
  • Creative Technologist – Simon Kent
  • Quality Assurance Manager – Abbas Agha
  • Client: Heide Museum of Modern Art
  • Director & CEO: Dr Natasha Cica
  • Marketing & Communications Manager: Sue Curwood

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