Campaign details

Brand: Louvre Abu Dhabi
Brand owner: ADTCA
Lead agency: TBWA\RAAD
Country: Global
Industries: Destinations & Locations/Museums, Attractions, Libraries
Media channels: Cinema, Magazines - consumer, Newspapers, Online display, Online video, Outdoor, out-of-home, Social media, Websites & microsites, Word of mouth, influencers
Budget: 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

To overcome this challenge, and make sure our positive message resonated, we took on the universal issue of people being divided by differences by provoking a conversation around it. We asked people ‘Why are you, you?’ and led them to discover that at our core, we’ve always been connected. The brand manifesto gave them the answer using their own words.