NGS – Portraits Of The People


April 2015
MediaMonks / MRM//McCann
Digital executive producer

Singapore celebrated its 50 years of independence, an important milestone both for the nation and its people. For this special occasion, National Gallery Singapore has been rallying Singaporeans to submit their self-portraits through a community outreach programme called Portraits of the People. In collaboration with international digital production company MediaMonks, MRM//McCann developed a digital platform, enabling people to participate in Portraits of the People online.

Launched with a series of traveling roadshows held across 50 locations island-wide, the campaign asked Singaporeans to share a self-sketched portrait and their personal reflections on the National Pledge at on-ground events using a digital sketch and submission tool. A microsite featuring the sketch tool also lets online audiences create and submit their sketched portraits, allowing even more Singaporeans to show their support.

Once collected, the portraits were artistically curated and etched in copper throughout the Art Connector, a permanent and unique sheltered 290-metre walkway linking City Hall MRT Station exit to the Gallery’s Coleman Street entrance.

The completed Art Connector has been unveiled to the public in November 2015 and the people, whose portraits were engraved, received an email with the precise location of their portrait on the Art Connector

The campaign ran across events, mobile, social media and PR; generating renewed enthusiasm for the Gallery along with news coverage and 35,000 submissions including those from the President and Prime Minister of Singapore.

Davey Awards
Mobex 2015
Mobex 2016