M&C Saatchi helps National Gallery Singapore encourage art appreciation with nationwide campaign ‘My Masterpiece’ in lead up to opening

National Gallery Singapore is a new visual arts institution which oversees the largest public collection of modern art of Singapore and Southeast Asia. The Gallery is dedicated to collaborative research, education and exhibitions, highlighting the importance of modern art in Southeast Asia in a global context. The Gallery also provides a unique visitor experience through its outstanding collections and innovative programming, positioning Singapore as a regional and international hub for the visual arts.

Situated in the heart of the Civic District, the National Gallery Singapore has been beautifully restored and transformed from the former Supreme Court and City Hall buildings – two important heritage buildings of Singapore’s nationhood – into an exciting new visual arts venue. Opening in November 2015, the Gallery will be a leading civic and cultural destination established for the enrichment, enjoyment and engagement of Singapore residents and visitors from all over the world. Information on the National Gallery is available at www.nationalgallery.sg.

M&C Saatchi has refined and executed a nationwide campaign, the Gallery’s first, titled ‘My Masterpiece’ in the lead-up to the Gallery’s official opening in late 2015.

Art is often perceived to have only niche appeal. The campaign aims to change that by presenting modern Southeast Asian art in a way that makes the art accessible to a much broader audience.

‘My Masterpiece’ features advocates of the Gallery from various fields (an actress, a musician, business leaders, and an academic, amongst others), who share insights about a particular piece of art from the Gallery’s collection and why it resonates with them.

The public is encouraged to join in the conversation by contributing their own perspectives on the various works through social media.

n this way, the campaign brings to the fore a selection of seminal Southeast Asian art and builds anticipation and engagement prior to the Gallery’s opening.

‘My Masterpiece’ launched across several mediums in January 2015 with actress Joanne Peh being the first advocate featured. Other advocates featured thus far include star Chef Willin Low, noted academic Professor Edwin Thumboo, and Cannes award-winning Film Director Anthony Chen.

The Gallery aims to be a leading civic and cultural destination established for the enrichment, enjoyment and engagement of Singapore residents and visitors from all over the world.