JCDecaux pushes #sydneygoespop campaign

James McGrath
By James McGrath | 22 January 2015

In the selfie stick age, there's no greater star than ourselves.

That's what JCDecaux, UM, and the Art Gallery of New South Wales is betting on with a new outdoor campaign designed to promote the gallery's Pop to Popism exhibition.

JCDecaux has custom-built a series of panels with an in-built camera and digital touchscreen.

Passersby are able to walk up to the panel, and take a selfie. Selfies done, users are able to select a filter inspired by either Andy Warhol, Roy Lichtenstein, or Martin Sharp.

Once the image is complete, users are able to email themselves a copy of it and share it on social media using the #sydneygoespop hashtag, with the best shots uploaded to the gallery's Facebook page.


Marketing director at JCDecaux Essie Wake said the campaign is a great way to showcase the latest in out of home technology.

“The innovative potential of out-of-home is limitless and the Art Gallery of NSW campaign is the perfect platform to combine real creativity with the latest technology,” Wake said.

“The campaign is engaging and rewarding for audiences, allowing them to take home a little piece of the exhibition via true online/offline out-of-home integration.”

The exhibition is running at the Art Gallery of NSW until 1 March.

However, users will only have until Australia Day to get in on the selfie action with two sites in the Pitt Street Mall and Martin Place.

JCDecaux has previous tapped the power of the selfie in Australia, teaming up with Chinese telecommunications giant Huawei to bring selfie panels to Sydney and Melbourne in June last year.

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