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The People's Gallery

National Gallery Singapore

Problem

National Gallery Singapore houses the largest collection of modern
art in Southeast Asia. But when Covid-19 measures tightened, our

museums were left emptier than ever before. This inadvertently

widened the gap between art and a Nation that is already indifferent

to it. Since locals weren't coming to the gallery, we brought it to

them instead.

Insight

83% of Singaporeans live in public housing that share a distinct
feature – Void Decks. Empty communal spaces with clean,

untouched walls begging to be given colour, context and culture...

So we did.

Idea

We transformed 27 void decks across the nation with
simple QR codes. But why? One word – SafeEntry.
Since pretty much every Singaporean is familiar with scanning
QR codes, it was easy to give them some that are way more
fun to scan (270 to be exact).

Awards

Creative Circle Awards 2023 | Silver

Creative Circle Awards 2023 | Bronze

Creative Circle Awards 2023 | Finalist

One Show 2023 | Shortlist

Spikes 2023 | Shortlist

D&AD 2022 | Shortlist (Spatial Design)

MAD STARS 2022 | Shortlist (Direct)

MAD STARS 2022 | Shortlist (Outdoor)

Campaign Brief: The Works 2022 l Winner (OOH)