National Gallery Singapore: The People's Gallery

The National Gallery of Singapore boosted engagement between Singaporeans and art with the creation of satellite galleries featuring AR artworks in the void decks of public housing blocks.

Campaign details

Brand: National Gallery SingaporeBrand owner: National Gallery Singapore Entrant company: MullenLowe SingaporeIdea creation: MullenLowe Singapore Market: Singapore Sector: Museums, attractions, libraries Media channels: Public relations, Social media, Radio & audio, Mobile & apps, Online display, Email marketing, Websites & micrositesBudget: Up to 500k

Executive summary

How does a museum engage citizens who are not big on art?

That was the challenge facing National Gallery Singapore, the leading visual arts institute in Southeast Asia, that is fighting for attention in the most contested...

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