FROM THE GRANDPRIX WIN­NERS

Campaign Middle East - - NEWS - FOUAD AB­DEL MALEK, EX­EC­U­TIVE CREATIVE DI­REC­TOR, TBWA\RAAD

Lou­vre Abu Dhabi had one of the grand­est open­ings imag­in­able, at­tended by pres­i­dents, state­men and the world’s me­dia. Nat­u­rally, the client had con­cerns about the pos­si­bil­ity of the museum turn­ing into just an­other tourist spot once the nov­elty of the grand open­ing wore off. They wanted to en­sure that res­i­dents and Emi­ratis would keep com­ing back and that the museum would be the cat­a­lyst to bring art closer to the peo­ple, be­yond the beau­ti­ful museum ar­chi­tec­ture. Mu­se­ums, more of­ten than not, are as fa­mous as their masterpieces. Since Lou­vre Abu Dhabi had been re­cently es­tab­lished, it was im­per­a­tive to make its col­lec­tion of masterpieces iconic and, more im­por­tantly, bring museum cul­ture closer to the peo­ple.

We knew that 12,000 ve­hi­cles travel the E11 high­way from Dubai to Abu Dhabi daily, and what bet­ter way to give them a glimpse of what the museum has to of­fer than through an in­ter­ac­tive driver ex­pe­ri­ence. What makes it all the more spe­cial is how we man­aged to com­bine medi­ums that might be per­ceived as out­dated, such as ra­dio and out­door, but through tech­nol­ogy give them a new lease on life. The re­sults re­ally took us by sur­prise, es­pe­cially Lou­vre Abu Dhabi’s so­cial im­pres­sions, which went from 330,000 be­fore the High­way Gallery in­stal­la­tion to a whop­ping 31,000,000+ just two weeks after. But it doesn’t stop there; 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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