Vue Privee Gallery Promo, Case study WINDOW PAINTINGS by J. Walter Thompson Singapore

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WINDOW PAINTINGS

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Industry Museums & Libraries
Media Promo & PR, Case study
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Associate Creative Director Karen Muck
Executive Creative Director Juhi Kalia
Art Director Aurelien Bigot
Released March 2012

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: VUE PRIVEE
Product/Service: FINE ART GALLERY
Agency: JWT SINGAPORE
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Executive Creative Director: Juhi Kalia (JWT Singapore)
Associate Creative Director: Karen Muck (JWT Singapore)
Art Director: Aurelien Bigot (JWT Singapore)
Account Servicing: Laurent Pastorelli (JWT Singapore)
Traffic Manager: Ryan Wee (JWT Singapore)
: Jane Cowie (Art Glass)
Media placement: Small Scale Ambient - Offices, Restaurants And Malls In Little India, China Town, Boat Quay. - 12 March 2012

Insights, Strategy & the Idea
Vu privee is a French gallery based in Singapore with a special emphasis on encouraging Asian Art from around the region.
In a busy, bustling modern Asian city like Singapore, very few people seem to have the time or interest for art.
Could we remind people about the art and beauty that surrounds us everyday?
It’s just a matter of looking through the right frame and even ordinary unremarkable things could rival the breathtaking beauty of a Monet or a Dega.
Art is everywhere in the city. So we came up with the ambient idea of ‘Window Paintings’.

Creative Execution
Mundane views of Singapore were transformed to beautiful, live impressionist paintings. The distorting glass panes on windows around the city, altered ordinary details, objects and colours to make them look beautiful. The swirling small strokes and transient effects of light and colour reminiscent of impressionist art but with typically Asian vistas.

Results and Effectiveness
The simple yet unusual ambient medium used, furthered the creative image of the gallery in artistic circles. We saw a rise in enquiries and walk ins and ordinary cityfolk, who wouldn’t have given art a second look, stopped and stared to admire the suddenly special views of the window paintings all across the city.