Singapore Outdoor Advertising Awards 2009 Bronze Winner by - info@rocknano.com

Title:
ARTvertising

Client:
Living in Style, Annix Group

Product :
High society products

Media Agency :
Exodium Technology

Advertising Agency :
Rock Nano Private Limited

Creative Director :
Douglas Goh

Art Director :
Chonglai

Photographer/illustrator :
Douglas Goh & Chonglai

Retoucher:
Douglas Goh & Chonglai

Production Company :
Rock Nano Private Limited

Campaign
ARTvertising

Brief
In a luxury fair organized during the F1 period, to inform the rich and famous about living in style. Living in Style, Annix Group, the client wants an ambient that befits the event yet featuring their high society products (yachting, fine dining, chandelier, watches, jewel, fashion, music etc.) at the same time.
Since there is no actual physical building to project onto, Rock Nano proposes to use PANI large format projector WITH ARTWORKS INSTEAD OF LOGOS & ORIGINAL ARTWORKS BY MERCURY to highlight the giant tentage on location at Keppel Bay. Hence, the over-sized tentage became the center of attraction where the high-end events are held.

Idea:
Rock Nano propose a series of artwork with the featured products embedded within, to create a form of ARTvertising. With the collaboration with PANI, we experiment with ARTvertising on another level.

Solution:
In an unprecedented move, large format PANI projectors are used to blast the artwork imageries onto a giant tentage
(measuring 15m tall by 28m wide and 50m long).

Insights:
By applying it under the Art category instead of the Advertising, Rock Nano NEED NOT apply license from BCA and URA at ease within the tight deadline. Rock Nano did not flout any regulations during the process and hence did not face the fine of $5,000. Yet, we are able to please our client by pulling the act off, by featuring their product imageries wider than 30m.

Result:
The attendees capture the show featuring the luxury event featured products embedded within the artwork, via their mobile phones, cameras and video cameras. Even the fashion designer whose own work is featured, is spotted capturing the moment with his mobile phone.

The advertising artworks are later spotted in the most read article in Asia One website and appears various times at Plush Asia portal. Rock Nano works are also featured in the PANI official site main frame.

Category:

Entertainment

Tags:

• Rocknano
• Rock
• Nano
• ARTvertising

[kimberkable]

WOW! which company did this projection?