THE RADICAL RULEBREAKING CREATIVE AGENCY

One of Singapore’s first art festivals to emerge during Phase 3 of the nation’s Covid-19 safety measures, Rawspark was given the challenging task of promoting Light to Night Festival 2021 by National Gallery Singapore.  The objective was simple – to generate as much noise of the festival and maximise attendance.  How? Ads, editorial content and narrative videos.  Direct messaging trailers were created to introduce the festival and highlight its programmes and unique selling points, while micro-documentaries were created to feature the artist line up to target more culture enthusiasts.  The campaign also explored the use of editorial videos on the festival’s organisation team, referencing WIRED TV’s “Google’s Most Questioned” and VOGUE’s “72 Questions With” as formats to create buzz-feed worthy public relations.  The campaign was summarised by a post event aftermovie that featured Rawspark’s classic creative cinematography and music design style.   The campaign generated high visitorship, with over 500,000 + unique visitors despite the pandemic. 

For more information, visit: www.nationalgallery.sg.