NATIONAL GALLERY SINGAPORE
Background
National Gallery Singapore is destined to become the region's latest iconic visual arts venue — housed in the historic former Supreme Court and City Hall buildings. With a November 2015 launch, the Gallery will showcase the largest collection of modern Southeast Asian art in the world, some never-before seen. But how do you engage the public with an institution that has yet to open? How do you overcome the niche appeal of modern Southeast Asian art amongst the general population both domestic and international?
Idea
Let's make art accessible and relatable to everyone. For pre-launch, the key campaign driver is "My Masterpiece", where we feature well-known personalities from all walks of life to talk about the artworks which touch them the most and why. Free to interpret the art in a non-intimidating manner, they help bring the art closer to the masses. The 12-month campaign launched in January 2015, with a new personality being revealed every month. The campaign includes print, cinema, digital, out-of-home and social.
'MY MASTERPIECE' LAUNCH PRINT AD
The pre-opening campaign for National Gallery Singapore broke with a print ad that previewed 12 seminal artworks. It invited the public to look out for the 12 personalities' interpretation of them and to engage in conversations about the art on Gallery's Facebook page.
THE PERSONALITIES FEATURED IN 'MY MASTERPIECE'
'MY MASTERPIECE' FEATURING EDWIN THUMBOO
PRINT AD
Builds awareness and drive to 'My Masterpiece' video and Facebook content.
VIDEO
Previews featured artwork and personality's interpretation, as well as announcement of the Gallery's upcoming opening.
Engages the public via 'My Masterpiece' videos, interesting news feeds about the artwork and painter as well as latest updates about the Gallery. Conversations are encouraged through active management of Facebook.
