Singapore Outdoor Advertising 2009
Title:
ARTvertising
Client:
Living in Style, Annix Group
Product :
High society products
Media Agency :
Exodium Technology
Advertising Agency :
Rock Nano Private Limited
Creative Director :
Douglas Goh
Art Director :
Chonglai
Photographer/illustrator :
Douglas Goh & Chonglai
Retoucher:
Douglas Goh & Chonglai
Production Company :
Rock Nano Private Limited
Campaign
ARTvertising
Brief
In a luxury fair organized during the F1 period, to inform the rich and famous about living in style. Living in Style, Annix Group, the client wants an ambient that befits the event yet featuring their high society products (yachting, fine dining, chandelier, watches, jewel, fashion, music etc.) at the same time.
Since there is no actual physical building to project onto, Rock Nano proposes to use PANI large format projector to highlight the giant tentage on location at Keppel Bay. Hence, the over-sized tentage became the center of attraction where the high-end events are held.
Idea:
Rock Nano propose a series of artwork with the featured products embedded within, to create a form of ARTvertising. With the collaboration with PANI, we experiment with ARTvertising on another level.
Solution:
In an unprecedented move, large format PANI projectors are used to blast the artwork imageries onto a giant tentage
(measuring 15m tall by 28m wide and 50m long).
Insights:
By applying it under the Art category instead of the Advertising, Rock Nano is able to get the license from BCA and URA at ease within the tight deadline. Rock Nano did not flout any regulations during the process and hence did not face the fine of $5,000. Yet, we are able to please our client by pulling the act off, by featuring their product imageries wider than 30m.
Result:
The attendees capture the show featuring the luxury event featured products embedded within the artwork, via their mobile phones, cameras and video cameras. Even the fashion designer whose own work is featured, is spotted capturing the moment with his mobile phone.
The advertising artworks are later spotted in the most read article in Asia One website and appears various times at Plush Asia portal. Rock Nano works are also featured in the PANI official site main frame.
Duration : 0:2:3
[youtube ak2MNFpsCJY]