Cannes Lions
TBWA\RAAD, Dubai / LOUVRE ABU DHABI / 2018
Overview
Entries
Credits
Description
Here’s how it worked:
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.
Execution
Creative process and Presentation of the Idea: February 2017.
Launching of the Museum: November 11, 2017.
Billboard blueprints approval: October 2017.
Abu Dhabi Municipality Approval: December 2017.
Building of the billboards: From January 14 to February 14, 2018.
Billboard Size: 9x6 meters
Launching date of the campaign: February 15, 2018.
Outcome
+160,000 Visitors in one month
12,000 cars reached (daily average)
100+ km of highway from Dubai to Abu Dhabi covered with art
More than 900 square meters of art printed
1,180% increase in mentions volume
Louvre Abu Dhabi Social Impressions went from 330,000 15 days prior to the Highway Gallery installation to over 31 million (15 days after).
The tech has Road Safety usages that can save lives and become a meteorological warning system, currently under consideration by government bodies in the quest to improve road safety and provide live traffic and safety alerts to drivers.
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