2019 Winners & Shortlists

HIGHWAY GALLERY

Silver Lynx

Case Film

Presentation Image

Client/BrandLOUVRE ABU DHABI
Product/ServiceINSTITUTIONAL
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryUse of Direct
CategoryUse of Technology
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement ABU DHABI MEDIA COMPANY Abu Dhabi, UNITED ARAB EMIRATES
Production HERTZ RADIO Manila, THE PHILIPPINES
Production 2 RAMA INTERNATIONAL LIMITED Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

Louvre Abu Dhabi opened its doors in November 2018. The opening festivities and hype drove residents to the museum during the opening month. But two months later, the museum was suffering from the tour Eiffel syndrome – becoming a place for tourists. We needed to target residents, and give them a sample of the museum so they get a taste of what they were missing on. Through the Highway Gallery, we surprised and gave the UAE residents a direct sample of the museum through their cars' radios and windows. The sampling achieved returns on brand, business and culture.

Background.

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 to 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 How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring, they’re actually fascinating and full of stories everyone can enjoy?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.

Describe the creative idea.

Coupling creativity with technology, we merged billboards and radio – two ‘outdated’ media, and created an innovative experience: 'Louvre Abu Dhabi Highway Gallery'. Giving new life to the dying media. As commuters drove down the E11, they encountered Louvre Abu Dhabi’s masterpieces like never before: on 9-metre-high billboards outside their windows and through 30-second stories of each artwork from the museum audio guide, directly to people’s car radios.

Describe the strategy.

We decided to create interest 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. Knowing more than 12,000 people drive the Dubai-Abu Dhabi E11 highway every day, listening to their radios but without much to look at, we decided to use the highway and the radio to provide a surprising first-look into the museum. But we had to use them in a way that would reflect the nature of Louvre Abu Dhabi: contemporary; creative; a new perspective on art and humanity. We developed the first ever radio-guided 'Highway Gallery', or the world-most-innovative and interesting museum esplanade. As commuters approached 9-metre-high billboards displaying masterpieces from the museum’s collection, their radios immediately broadcast 30-second stories about each artwork, proving just how interesting – and accessible – art really is.

Describe the execution.

The museum’s iconic masterpieces were reproduced in giant frames and placed along the highway leading from Dubai to Abu Dhabi. Next, each artwork was fitted with a solar-powered FM transmitter that synchronized the frequencies of the UAE’s top three radio stations’ with the museum audio guide. And 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: right outside their windows, but also through an engaging story behind each piece, instantly broadcast through their car speakers. During the official launch, hosted by the Department of Culture and Tourism and the Prime Minister’s office, reporters, celebrities, curators and social influencers traveled the Highway Gallery through VR headsets. Intercity buses, taxis, and car rentals also supported the project.

List the results.

Museum visits: +160,000 Visitors in one month - almost matching the opening month numbers, in the absence of all opening events. Museum culture: 12,000 average cars reached daily. 100+ kilometers from Dubai to Abu Dhabi covered with 900+ square meters of art - making art part of the UAE's background. 1,180% increase in mentions volume - making the museum part of people's conversations. 31 million Louvre Abu Dhabi Social Impressions, going from 330K impressions in only fifteen days. Campaign popularity: Free regional and global coverage - CNN called the gallery “first of its kind in the world”, Lonely Planet mentioned “Abu Dhabi became a lot more interesting”, The National said “Highway to Heaven”. Media resuscitation: The tech and media combination is currently under consideration by government bodies to use it as a warning system that provides live traffic and safety alerts to passengers,. Sources: Nielsen and Crimson Hexagon, April 2018.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Executive Creative Director
Brittany Sinde TBWA\RAAD Copywriter
Clayton Needham TBWA\RAAD Digital Art Director
Alex Pineda TBWA\RAAD Copywriter / ACD
Joe Lahham TBWA\RAAD General Manager/MD
Angie Deliva TBWA\RAAD Account Director
Albane Valtier TBWA\RAAD Account Executive
Remie Abdo TBWA\RAAD Head of Strategy
Rouba Asmar TBWA\RAAD Head of Production
Camilo Rojas TBWA\RAAD Motion Designer
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Tony Hertz Hertz Radio Director
Sagar Mirchandani RAMA INTERNATIONAL LIMITED Project Director
Wafa Tajdin RAMA INTERNATIONAL LIMITED Producer
Amirah Tajdin RAMA INTERNATIONAL LIMITED Director
James Addey RAMA INTERNATIONAL LIMITED Director Of Photography
Ameya Gupta RAMA INTERNATIONAL LIMITED Editor
Abdullah Dayem RAMA INTERNATIONAL LIMITED Radio Technical Lead
Mickdad Abbas RAMA INTERNATIONAL LIMITED Road Safety Specialist
Saad Khan RAMA INTERNATIONAL LIMITED Deployment lead
Zaahi BouHussein Rama International Limited Radio Technical Specialist
Zohaib Hussain Rama International Limited Deployment
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