Cultural Tension
Most exhibitions demand your attention before giving anything back. Zero warm-up for the mind.
Brand Truth
La Trobe wanted to prime visitors’ brains for creativity, curiosity and learning.
The Idea
NURO: a mobile game that puts your brain into “relaxed alertness” (a scientifically-backed flow state) before entering the NGV Triennial.
Why It Matters
A gallery queue became a cognitive warm-up.
Later adopted by universities, elite AFL athletes and the Australian Ballet as a performance tool.
It’s art meets neuroscience meets play.
https://playnuro.latrobe.edu.au/
Agency: Clemenger BBDO Melbourne
Client: La Trobe University x NGV Triennial
