The Brief

Create buzz and drive footfall to National Gallery Singapore for their two exhibitions in 2016, Kembara Tanah Liat and Artist & Empire.

Client

National Gallery

National Gallery Singapore – Kembara Tanah Liat/Artist & Empire

How we turned art appreciation into art entertainment and gave the Gallery a whole new audience.

Our Approach

Let’s be honest, art can be an intimidating proposition, especially if you’re not in it’s inner circle. And just to be clear, that’s a pretty small circle.

When we sat down to tackle both exhibitions, we did our research and realized just how interesting the narratives behind the work really are. There’s a lot more than meets the eye when it comes to art. And the more you know, the more you want to know.

So we put these narratives upfront and created content designed to get into our viewers’ heads, rather than go over them.

For Kembara Tanah Liat, we told the story of Singapore’s master potter Iskandar Jalil, and his hard journey in pursuit of what he felt was the right piece, a narrative most of us would find easy to relate to.For Artist & Empire, the narratives we found were the stuff of Hollywood epics; the fall of empires, revolutions to bring about change. So naturally we chose to launch the campaign the way you would a movie: a movie trailer to drive people to the big show.

For Artist & Empire, the narratives we found were the stuff of Hollywood epics; the fall of empires, revolutions to bring about change. So naturally we chose to launch the campaign the way you would a movie: a movie trailer to drive people to the big show.