The Brief
Singapore Art Week (SAW) is an annual celebration of visual arts, where local and regional artists come together to showcase a diverse range of work. Traditionally held in public spaces and art institutions across Singapore, SAW moved online partially in 2021 and 2022.
For the first full-fledged return of SAW in 2023, we were faced with a challenge — interest in the arts had waned across the pandemic years, with an infamous infographic by The Straits Times in which 71% of 1,000 respondents surveyed indicated that artists were “non-essential”.
At the start of 2023, we were still living in the shadow of the pandemic. Perhaps most chillingly, we got a taste of what it would be like to live in a world without art.
Our campaign for SAW2023 envisioned an (anti)apocalyptical future — a time after we came so close to almost losing art, and our appreciation and understanding of it. SAW2023 is a resurgence of art, and a riotous celebration of its return.
Inspired by the curatorial theme of play, we call Singaporeans to join the cause for art — to seek it out across the island, and by spreading the word about SAW, enlist others into playful interactions, conversations, and opportunities to connect with art.
The Approach
Experiences
To target both art lovers and people who have little to no interest in the arts, we focused on what the audience wanted to get out of SAW — whether it was to be wowed, entertained, challenged, to learn something etc. By shifting the focus from the visitor to the experience, art and SAW became more understandable and approachable.
Additionally, practical content, like location- and time-based guides, gave audiences a clearer picture of what they can expect at SAW, making the event less intimidating and overwhelming.
People
Rather than simply spotlighting the different exhibitions and art experiences happening at SAW, we chose to give audiences a peek behind the scenes.
Through static and video posts, we introduced some of the SAW artists, allowing audiences to see the humans behind these otherwise seemingly cold and abstract pieces, and in turn lending a more personal touch to a large-scale event like SAW.
Audience Engagement
We also brought our engagement efforts offline — film cameras were deployed at various SAW locations, and visitors were invited to snap photos of SAW, as seen through their eyes, which we later published on IG & FB. Visitors who spotted and claimed their photos online would then win exclusive SAW merchandise.
Extensive on-the-ground coverage of SAW, published on IG Stories, gave audiences a firsthand look into what SAW, enticing them to experience SAW for themselves. It also eased the unengaged into the experience, allowing them to appreciate the arts and “participate” in SAW even on their phones.
Interviews with the audience on-the-ground also created a sense of involvement in SAW.
Videos directed by UNIFORM, produced and edited by DAMSEL.
The Result
