Louvre Abu Dhabi: Highway Gallery [Supporting Images], 6

Credits & Description:

Website URL: https://www.louvreabudhabi.ae/
Client: Louvre Abu Dhabi
Product: Institutional
Agency: Tbwa\Raad Dubai, United Arab Emirates
Entrant: Tbwa\Raad Dubai, United Arab Emirates
Product/Service: Institutional
Idea Creation: Tbwa\Raad Dubai, United Arab Emirates
Additional Company: Rama International Limited Dubai, United Arab Emirates
Additional Company 2: Hertz Radio Cavite, The Philippines
Chief Creative Officer: Walid Kanaan (Tbwa\Raad, Dubai)
Executive Creative Director: Fouad Abdel Malak (Tbwa\Raad, Dubai)
Copywriter: Brittany Sinde (Tbwa\Raad, Dubai)
Art Director: Clayton Needham (Tbwa\Raad, Dubai)
Copywriter Acd: Alex Pineda (Tbwa\Raad, Dubai)
Head Of Client Service: Joe Lahham (Tbwa\Raad)
Account Director: Angie Deliva (Tbwa\Raad, Dubai)
Account Executive: Albane Valtier (Tbwa\Raad, Dubai)
Strategic Planning Director: Remie Nehme (Tbwa\Raad, Dubai)
Head Of Production: Rouba Asmar (Tbwa\Raad, Dubai)
Design Finalizer: Mohammad Alkawas (Tbwa\Raad, Dubai)
Motion Designer: Camilo Rojas (Tbwa\Raad, Dubai)
Project Director: Sagar Mirchandani (Rama International)
Producer: Wafa Tajdin (Rama International)
Director: Amirah Tajdin (Rama International)
Director Of Photography: James Addey (Rama International)
Editor: Ameya Gupta (Rama International)
Radio Technical Lead: Abdullah Dayem (Rama International)
Road Safety: Mickdad Abbas (Rama International)
Deployment Lead: Saad Khan (Rama International)
Creative Services Managers: Hazem Atieh / Ezzat Habra (Tbwa\Raad)
Published: March 2018
Synopsis:
Museum culture is not part of United Arab Emirates culture. How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring? We set out to prove Louvre Abu Dhabi isn't a traditional - or predictable - museum. More than 1
000 people drive the Dubai-Abu Dhabi E11 highway every day, listening to their radios but without much to look at. So, we decided to use the highway and the radio to provide a surprising museum first-look.
The museum's top masterpieces were reproduced in giant frames and placed along the highway.
For each artwork, a special FM jammer powered by solar panels was installed.
When drivers approached a billboard, the FM transmitter synchronized and intercepted their car radios, triggering the Louvre Abu Dhabi museum audio guide.
Instantly, a story about the art piece would broadcast through their speakers.