Destination NSW Find Yourself

Six Sydney Cultural Institutions Join Forces To Launch New ‘find Yourself’ Campaign.

‘Find Yourself’ is an uplifting new advertising campaign promoting Sydney’s iconic cultural institutions, created by Sydney agency Chisel in collaboration with the Art Gallery of New South Wales, Australian Museum, Museum of Contemporary Art Australia, Powerhouse Museum, State Library of New South Wales, and Sydney Living Museums.

The first creative collaboration between the six cultural institutions and Chisel, ‘Find Yourself’ encourages Sydneysiders and tourists to again explore the city’s art galleries, museums, libraries, and historic sites to discover immersive, reflective, and surprising experiences.

Says Miranda Carroll, director of public engagement, Art Gallery of NSW:

“The new campaign is an exciting first for the institutions, which are rebounding after temporary closures in 2021 and are united in their aim to inspire audiences to get out and rediscover the extraordinary cultural experiences Sydney has to offer.”

Says Zak Kaczmarek, co-founder and creative director, Chisel:

“One of the most beautiful things about these institutions are the spaces themselves and the way in which the curators and librarians use them to showcase exhibitions and collections. We thought, ‘What exactly do people like to do when they visit a cultural institution, and how can we remind them of the joys these public places provide?’ It all came back to people wanting to find themselves a new perspective on the world — on history, on art, on how everything works or comes to be.

“We wanted to use a different perspective as well, visually showcasing the beauty of the spaces, the artwork, displays and exhibitions. This is the first time a drone has been permitted to film inside most of the institutions and being able to access them in this way has resulted in a pretty cool piece of film.”