To showcase the future of Out of Home, oOh!media and the National Gallery of Australia have teamed up with Google to harness its Lens technology and feature the work of female artists across the ditch.
Six Aussie artists – Melinda Harper, Nora Heysen, Olive Cotton, Robyn Stacey, Grace Cossington Smith and Sally Gabori – will have their work featured across high-profile Out of Home sites as part of the National Gallery’s ‘Know My Name’ initiative, which aims to celebrate the contributions of female Australian artists.
The outdoor event will give Australians the opportunity to interact and connect with the artists and their works of art.
Powered by Google Lens, passers-by simply need to open the app and direct their smartphone’s camera towards the panel to discover more.
Google has custom-built an immersive audio-visual capability, allowing audiences to engage with the Out of Home panel and uncover the story behind the six artists; a short video appears from the work of art when viewed through the Lens app.
Neil Ackland, Chief Content, Marketing and Creative Officer at oOh! says: “The objective of Know My Name is to elevate Australian women artists, and so by using technology and outdoor to bring these amazing artworks to life we can really deliver something original, immersive and unexpected that enhances public spaces for people as they go about their day.”
The Google Lens capability will work on the six works of art wherever they are viewed, whether on oOh!’s Out of Home assets or in the gallery itself.
The campaign is now live and runs until March 2021, while the exhibition, Know My Name: Australian Women Artists 1900 to Now, runs from 14 November until July next year at the National Gallery of Australia.