Case Study
Although the concept of a sculpture symposium is established within a distinct corner of the art world – it is not a common concept in the Middle East, even for many art lovers. But as Riyadh seeks to bring public art to all corners of the city, creating a ‘gallery without walls’, Tuwaiq Sculpture is creating the pieces that will soon adorn public spaces - becoming must visit instagrammable corners of the city or favourite lunch spots in a park.
How could we draw the feet and eyes of Saudi residents to a northern corner of the city for an unknown sculpture competition of grey and white stone? Whilst ensuring that the global sculpture community see this as a must-enter and must-visit competition for the future?
By commencing a program of stunning creative communications that no sculpture competition has ever seen before - led on social media and amplified across print and TV – Tuwaiq Sculpture secured its place as the world’s most important sculpture competition and took sculpture into the Saudi mainstream.
Taking inspiration from the Tate Modern, we focused on creating a highly accessible and engaging creative communications platform, whilst maintaining stunning artistic integrity with a highly specialized art community.
We developed Echoes of Tuwaiq:
Visual campaign inspired by the topography of the Tuwaiq mountains, across social, advertising and TVC, always SHOWING the work as central but adding their brand colour yellow in strong contrast with the grey stone to create dynamic thumb-stopping content.
A focus on short social films to make it exciting and interesting rather than static content – developed live on ground by a dedicated creative team living onsite.
Focus with media on the countries of the artists to drive pride and interest, alongside a broad media approach in Saudi to ensure people saw this as unusual but highly accessible.
TVCSome social contents
Branding
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