TASCAT ordered Mona to ‘cease discrimination’ with Kirsha Kaechele’s artwork the Ladies Lounge so, we had to respond.

The goal? Buy a little time to consider next steps, garner support and have a little fun in doing so. This is art, after all.

APPROACH

The judge had called Kirsha ‘contumelious’ (great word) and considering Mona’s social tone of voice could be bratty, I decided to lean in. 

Managing the response from ideation through to delivery and community management, I ensured Mona became ‘unladylike’ whilst never speaking on behalf of the artist. In fact, Mona intentionally didn’t say much at all. This allowed Kirsha to speak on her own channels or via our comments section. We provided the soapbox. 

RESULTS

Mona’s most engaged post to date.

Kirsha’s Instagram audience grew 235% in support and anticipation.

23.4k+ likes, 1.6k+ comments, 4.5k+ shares.

Conversation was generated on and offline: the community printed t-shirts, changed profile images and recreated our post in solidarity.

The post is now a postcard sold in the Mona Shop.

The green curtain and velvet gloves became a recognised symbol for the artwork, which provided an easy launch pad for future updates and media outreach (a select few were sent gloves and a bottle of champagne when the verdict was overturned).