Cannes Lions
GREY GROUP, Singapore / GLAXO SMITH-KLINE / 2014
Overview
Entries
Credits
Execution
At 8 iconic and high frequency locations in Singapore (ArtScience Museum @ Marina Bay Sands; Singapore Art Museum; 8Q Building; Bugis Junction; People's Park, Chinatown; Singapore Flyer; Telok Blangah Market; Empress place) the calligraphy artist Alew Liew drew on the pavement with water. While meditative music played, he slowly made a big eye take shape. As it dried away, the payoff message was delivered via speaker: “Don’t let your eyes go dry – use Eye Mo!” This message was delivered in the four main languages used in Singapore (English, Behasa Malay, Chinese, Tamil). The performance was repeated multiple times at each location, the audience was allowed to participate an try drawing themselves. Official permissions for these performances at these locations were given and the messaging approved by the relevant Singapore Health authorities.
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