Digital sketches ‘By Singaporeans for Singaporeans’ mark National Gallery’s Portraits of the People SG50 campaign

National Gallery of SingaporeThe National Gallery of Singapore has launched a digital element of the Portraits of the People campaign, which celebrates the island nation’s 50th anniversary since independence from Malaysia.

A digital tool enables people to make a sketched self-portrait of themselves and share it along with their personal reflections on Singapore history 50 years on.

A roadshow that is moving to 50 locations around the island aims to enable Singaporeans to show their support in what is a big year for the country politically.

The campaign, which is also running offline as a series of posters, centres around a microsite that features the sketch tool. Once the sketches have been collected, they will be etched in copper throughout the Art Connector – a 290-metre walkway linking City Hall MRT Station exit to the Gallery’s Coleman Street entrance.

Sketch campaignThe completed Art Connector will be unveiled in November this year.

The agencies behind the campaign were MRM, the digital arm of McCann, and MediaMonks, the digital production company that announced at Spikes last year that it plans to expand its regional footprint in Asia.

“National Gallery had a great vision to begin with,” said Dante Abelarde, CD at MRM//McCann Singapore. “Taking art created by Singaporeans to mark the country’s 50th anniversary in a very real way makes this campaign especially meaningful – one that won’t be forgotten. Years from now, people can still point to their portrait on the Art Connector and say ‘That’s me, I was part of that’.”

Bas Muller, executive producer at MediaMonks, added: “For MediaMonks it’s an honour to be part of this project, and a great confirmation that we’ve become part of the local industry fabric. The combined effort with MRM//McCann has led to a lovely piece of work, and to see it live in both the physical and the digital space, creating long term value for Singaporeans by Singaporeans is something I’m personally proud to have played a part in.”


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