Brief:

Since 2011, Singapore Art Week has been bringing together local and regional talents by acting as a platform to showcase their craft. A joint initiative by the National Arts Council (NAC), Economic Development Board (EDB), and Singapore Tourism Board (STB) ensures there is something for everyone with an array of activities and exhibits that span from workshops, public art, events,  galleries to site-specific installations.
 

It is a 9-day event from 19-27 Jan 2019 where local and overseas visitors congregate, appreciate and learn more about the robust art and cultural scenes in Singapore.
 

Agency is tasked to create a compelling campaign to raise awareness and drive footfall (new and revistiation) to SAW 2019.

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Insight:

While SAW is a good platform to learn and enrich discussions on Arts and Culture, and know the artists  and arts organisations, how do we bring the event closer to the heart of the visitors? By looking beyond the mere shape and form of the art.

 

“Art influences our worlds, both within and without.”

It strikes a chord and takes us on a personal journey of finding ourselves. And also influences our physical world through conversation, our attitudes, and our own artistic creations.

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Idea: ART TAKES OVER

There is art in the everyday. And in everyone. Though we may never notice it, all it needs is

a gentle nudge to come out in to the open. To go from becoming a simple notion, to becoming infectious and spreading to every part of our lives. To taking over the city and everything it’s known for.

 

Singapore Art Week 2019 is that gentle nudge that Singapore needs, to turn us all into art buffs. For 12 days, the city transforms from it’s usual identity to an art hub of Southeast Asia. As art takes over daily conversation, as art becomes the national delicacy, and of course, as art becomes the tourist hotspot of choice. Art takes over Singapore, and if you give it a chance, it could change how you look at art and life, maybe even forever.

 

My Role:

Creative lead  from ideation to execution. Presented the pitch proposal and won the account. Once we won the account I was responsible for the shoot, DI, Crafting, designing + executing all the materials from digital to on ground.