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On Sharks and Humanity 

Li Jiwei parkview-6.1.jpg


Momentum2 was engaged by the Australian National Maritime Museum to:

  1. Generate maximum exposure for the internationally-acclaimed contemporary art exhibition, On Sharks & Humanity

  2. Reinforce the museum’s brand refresh


The On Sharks & Humanity exhibition explored the damaging environmental impact of human interaction on marine life and in particular, the relationship between humanity and sharks. Shark preservation was the key focus and this message was communicated through the visually- striking creations of the artists. The exhibition was launched in December 2018 and continued until June 2019.


  • Generate interest in key audience groups to visit the museum

  • Showcase the unique or ‘unexpected’ exhibitions at the ANMM such as the globally acclaimed art exhibition with a strong social activism message

  • Position the exhibition as the not-to-be-missed place to be over the summer (e.g. similar to Sculpture by the Sea)

  • Use this exhibition as an opportunity to discuss new brand


Extensive media outreach included print articles in mainstream papers, suburban media, arts publications, regional NSW news, local Chinese media, German and Chinese radio, television and regional and city radio resulting in over 70 articles or broadcasts at what was a difficult time of the year prior to the school holidays.

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