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GOVT films for National Gallery SG explore contrast of art and dance, tech and music

Independent agency GOVT has launched a campaign for client National Gallery of Singapore to promote its light to night festival.

The central idea of the campaign is the contrast of art and dance, technology and music, playing and exploring, expressed through two halves of a man’s body. The first film shows how art and dance contrast.

The second film explores how tech and music are different.

The third looks at the difference between play and exploration.

The three ideas were brought to life in an activation on Orchard Road.

The campaign also features a black and white main image that communicates the all-day programmes available, illustrated by local designer Andy Yang.

National Gallery Singapore

Tim Chan, GOVT Singapore’s creative director said: “It isn’t always easy to talk about art in an accessible way, but big credit has to go to our clients who have been pushing us to do work beyond just an informative promotional poster. And that has shown in our previous work for the Iskandar Jalil and Artist & Empire exhibitions as well. We’re really pleased to have done our part, and here’s to more to come.”

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