BBH uncovers treasures of the deep
BBH Asia Pacific has launched an outdoor campaign to promote one of Southeast Asia’s most important archaeological discoveries – the exhibition, Shipwrecked: Tang Treasures and Monsoon Winds at the new ArtScience Museum in Marina Bay Sands. Considered one of Southeast Asia’s most important and oldest marine archaeological finds from the 9th century, the exhibition showcases the largest quantity of Chinese trade goods and luxuries from the Tang Dynasty that China has ever discovered. The cargo, carried from China by a ninth century Arab dhow, was found near Indonesia’s Belitung Island in 1988.
The outdoor features banners, made of weathered masts, complete with life sized replicas of the real ship’s sail that were individually handcrafted from scratch, from the authentic rope rigging to the tattered holes. As part of the broader campaign, a series of underwater posters, with the call to action to ‘Discover Asia’s Sunken Past’ have been placed at the bottom of some of Singapore’s most popular community swimming pools, a first ever use of public swimming pool space for advertising. The swimming pool posters, fashioned in the shape of Singapore, replicate some of the Tang Treasures ranging from an intricate gold cup, to the blue and white ceramics that once lay on the original cargo floor some 1,000 years ago.
Said Lesley-Anne John, Account Director, BBH Asia Pacific: “We want the exhibition to get everyone’s attention, but in a way that best reflects the nature of how these treasures were found. You could say we went from top to bottom with our choice of media,”.
The campaign will also see installations at Dhoby Ghaut MRT and The Singapore Visitors Centre on Orchard Road. Print advertising has also been running parallel in both the English and Chinese dailies.
Campaign Credits:
Creative Director: Shawn Loo
Creative Director: Noel Yeo
Art Director: Adrian Chan
Copywriter: Douglas Hamilton
Art Director: Kittitat Larppitakpong
Producer: D’or Tey
Head of Print Prod’n: Michelle Tan
Head of Print: Peter Chee
Business Director: Adrey Low
Account Director: Lesley-Anne John
Account Executive: Sidharth Tuli
Planning Director: Fredrik Sarnblad
Account Planner: Huiwen Tow
Shipwrecked: Tangs Treasures and Monsoon Winds is jointly organised by the National Heritage Board, the Arthur M Sackler Gallery, Smithsonian Institution, and the Singapore Tourism Board.
6 Comments
I have to say, I really like the Sail/Poster, well done guys.
I Love the tear in the sails too, nice touch.
“… a first ever use of public swimming pool space for advertising.”
Gotta love statements like this.
Nice idea, but already done many years ago by Mun at Naga DDB in KL for Pirates of the Carribean.
Best use of swimming pool and lamppost category!
great idea on using the pools to showcase the poster. but chances of people from the community pools taking the dive and forking out a large entrances fee and going to look the exhibition may not cover the cost of advertising it.
Better idea would have been just throwing a prop in the middle of singapore river or boat quay and create news topic about it. or having random wash ashore treasures across singapore beaches or river banks making it viral targeting tourist.
Good stuffs.