SKY turns television sets across NZ into world’s largest art gallery with ‘Art Your TV’ via DDB NZ

SKY Arts is making art accessible to customers across the country this week, and giving talented New Zealand artists mass market exposure by broadcasting their work into more than 700,000 homes.

The pop-up art gallery, aptly named Art Your TV, created by DDB New Zealand, is broadcasting on SKY’s channel 220 from the 10th – 17th November.

Tuning in transforms your TV into a revolving work of art, featuring new artwork each day.

Five galleries will be featuring artwork on the pop-up throughout the week – LOT23, Mossgreen-Webb’s, endemicworld, Gow Langsford, and Art + Object.

The artwork on display was produced by 35 different artists, ranging from up-and-comers to household names such as Colin McCahon, Natalie Tozer, Dick Frizzell and Goldie.

All the artwork featured on Art Your TV will be available to bid on or purchase via the channel’s website: artyourtv.co.nz. Viewers can also scan each piece of art onscreen and be taken to the website where they can bid on or purchase the work.

It is hoped that viewers will take the pop-up channel as inspiration to begin their own art collections, with a variety affordable options on display.

Shane Bradnick, executive creative director at DDB, says Art Your TV is a unique approach to communicating SKY’s ability to convey powerful content.

SDays Bradnick: “People’s TV screens are off and therefore blank for much of the day. The idea was to turn these uninspiring empty black frames on people’s walls into the world’s biggest art gallery.

“SKY is the home of great entertainment and it’s also the home of arts, culture and meaningful experiences,” he continues. “We wanted to show the special ability that SKY has to deliver something beautiful right into your living room.”

Says Amber Cooke, marketing manager, SKY: “We thought this was a beautiful idea. To be able to use our platform to bring something like this into the homes of thousands of New Zealanders, showcasing the huge talent this country has, it’s really special.”

Client: SKY

Audio Engineer: Daniel Partington