| Lions Communication 2018 | ||
|---|---|---|
| Radio & Audio Lions | Use of Radio or Audio as a Medium | Bronze Lion |
| Lions Reach 2018 | ||
| Media Lions | Sectors > Leisure | Silver Lion |
| Media Lions | Channels > Use of Audio Platforms | Bronze Lion |
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 How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring?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.
Script (English)
The following are two script samples from the Louvre Abu Dhabi HIGHWAY GALLERY. For the full idea, please watch the video case:
"Welcome to Louvre Abu Dhabi’s Highway Gallery. For the next 100 km, experience our masterpieces like never before. First, say hello to Vincent Van Gogh, one of the greatest artists of the 19th century and the grandfather of modern art. He painted this Self Portrait in 1887, just three years before his death at 37. The impassioned brushstrokes reflect more than his artistic style, they reveal Vincent at his happiest and most-inspired. See them up close in our museum gallery Questioning A Modern World".
"Finally, we come to The Fife Player by Edouard Manet. Do you know the one place you’d have been able to hear this young musician? On the front lines of a battlefield! Although the painting was originally rejected by critics when completed in 1866, it has since become world-famous and is exhibited in museums across the globe. Thank you for tuning in to Louvre Abu Dhabi’s Highway Gallery—the real journey is just beginning. You can plan your visit and purchase tickets online at louvreabudhabi.ae"
Implementation
They say radio is dead, it's traditional media. But, they also say an average of 12,000 people commute every day between Dubai and Abu Dhabi, and most of them listen to it. A perfect opportunity for radio disruption.
For each artwork, a customized FM transmitter powered by solar panels was installed; and in partnership with the capital’s municipality, the UAE’s top three radio stations (ClassicFM 91.6 FM, Radio One 100.5 FM, and Emarat FM 95.8 FM) the museum audioguide was triggered into their frequencies. The jammer synchronized and intercepted the car radios, triggering the audio guide. The bumper powered the radio waves to a customized 800 m radius.
Anyone who wanted to engage had the choice to tune in.
When approaching each artwork’s’ radio perimeter, drivers and passengers experienced the masterpieces like never before: through an engaging story behind each piece, instantly broadcast through their car speakers.