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To convince local audiences/non-museum-goers that art and museums are far from outdated and boring, a new billboard campaign from TBWA\RAAD set out to prove that the Louvre Abu Dhabi isn't a traditional - or predictable - museum.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