To some contemporary art is challenging, even alien. To others, it is freedom. GDC created a social activation experience positioning the AGO as an institution which pursues creativity, self-expression and authenticity - outside the construct of a traditional gallery.
We designed an experience where the public was the protagonists of an ongoing story asking, 'what is art?'. The story’s theme "Is Art Alien?" was proliferated through the city, online and in-gallery, engaging users to give their perspectives. Within two months #isartalien generated over 180000 likes, 11500 comments with 1400 original images submitted, making it one of the most successful social media activation for the AGO.