Louvre Abu Dhabi: Why Are You, You?

Art and civilization museum Louvre Abu Dhabi used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

Campaign details

Brand: Louvre Abu DhabiBrand owner: ADTCALead agency: TBWA\RAADCountry: GlobalIndustries: Destinations & Locations/Museums, Attractions, LibrariesMedia channels: Cinema, Magazines - consumer, Newspapers, Online display, Online video, Outdoor, out-of-home, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Louvre Abu Dhabi had a unique mission of using art to show deep human connections throughout history and today. Before the museum had even launched, it was faced with the challenge of negative media coverage and an audience that had no interest in the museum...

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