Louvre Abu Dhabi: Highway Gallery by TBWA\RAAD

Agency: TBWA\RAAD
Date: Mar 2018
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To convince local audiences/non-museum-goers that art and museums are far from outdated and boring, a new billboard campaign from TBWA\RAAD set out to prove that the Louvre Abu Dhabi isn't a traditional - or predictable - museum.

More than 12,000 people drive the Dubai-Abu Dhabi E11 highway every day, listening to their radios but without much to look at. For the campaign, the agency 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, and for each artwork, a special FM radio 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.

Credits

Walid Kanaan

TBWA\RAAD, Dubai, Chief Creative Officer

Fouad Abdel Malak

TBWA\RAAD, Dubai, Executive Creative Director

Brittany Sinde

TBWA\RAAD, Dubai, Copywriter

Clayton Needham

TBWA\RAAD, Dubai, Art Director

Alex Pineda

TBWA\RAAD, Dubai, Associate Creative Director

Joe Lahham

TBWA\RAAD, Head of Client Service

Angie Deliva

TBWA\RAAD, Dubai, Account Director

Albane Valtier

TBWA\RAAD, Dubai, Account Executive

Remie Nehme

TBWA\RAAD, Dubai, Strategic Planning Director

Rouba Asmar

TBWA\RAAD, Dubai, Head of Production

Mohammad Alkawas

TBWA\RAAD, Dubai, Design Finalizer

Camilo Rojas

TBWA\RAAD, Dubai, Motion Designer

Hazem Atieh / Ezzat Habra

TBWA\RAAD, Creative Services Managers

Sagar Mirchandani

Rama International, Project Director

Wafa Tajdin

Rama International, Producer

Amirah Tajdin

Rama International, Director

James Addey

Rama International, Director of Photography

Ameya Gupta

Rama International, Editor

Abdullah Dayem

Rama International, Radio technical lead

Mickdad Abbas

Rama International, Road Safety

Saad Khan

Rama International, Deployment lead

Tony Hertz

HERTZ Radio, Audio and Sound Design Specialist

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