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Highway Gallery

Highway Gallery | Louvre Abu Dhabi | TBWA
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basics
Industry: Culture, Recreation & Sport
Media:Outdoor
Market:United Arab Emirates
Style: Minimalism
descriptioncnen
ScriptInEnglish
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.
EntrySummary
Museum culture is not part of UAE culture. Even when UAE citizens travel to museum cities like Paris, London or New York, they’re not motivated to visit these cities acclaimed art collections. Because of its novelty, and it’s ‘first in the region’ appeal, Louvre Abu Dhabi’s grand opening successfully attracted visitors. But soon after, the museum became another landmark for tourists to visit, not a place for residents to continuously return for inspiration or entertainment. How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring, they’re actually fascinating and full of stories everyone can enjoy? We set out to prove Louvre Abu Dhabi isn’t a traditional – or predictable – museum, by offering a sneak peek into all that’s being missed. We wanted to disprove false assumptions about museums and give everyone a reason to care about, and visit, this 21st-century museum.
BriefExplanation
Here’s how it worked: The museum’s iconic masterpieces were reproduced in giant frames and placed along the highway leading from Dubai to Abu Dhabi. 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 drivers approached a billboard, the artwork’s FM device synchronized and intercepted their car radios, triggering the Louvre Abu Dhabi audio guide. Instantly, a story behind the piece would broadcast through the car speakers.
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Radio and Audio
Use of Radio or Audio as a Medium
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