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Title: ARTvertising Client: Living in Style, Annix Group Product : High society products Media Agency : Exodium Technology Advertising Agency : Rock Nano Private Limited Creative Director : Douglas Goh Art Director : Chonglai Photographer/illustrator : Douglas Goh & Chonglai Retoucher: Douglas Goh & Chonglai Production Company : Rock Nano Private Limited Campaign ARTvertising Brief In a luxury fair organized during the F1 period, to inform the rich and famous about living in style. Living in Style, Annix Group, the client wants an ambient that befits the event yet featuring their high society products (yachting, fine dining, chandelier, watches, jewel, fashion, music etc.) at the same time. Since there is no actual physical building to project onto, Rock Nano proposes to use PANI large format projector to highlight the giant tentage on location at Keppel Bay. Hence, the over-sized tentage became the center of attraction where the high-end events are held. Idea: Rock Nano propose a series of artwork with the featured products embedded within, to create a form of ARTvertising. With the collaboration with PANI, we experiment with ARTvertising on another level. Solution: In an unprecedented move, large format PANI projectors are used to blast the artwork imageries onto a giant tentage (measuring 15m tall by 28m wide and 50m long). Insights: By applying it under the Art category instead of the Advertising, Rock Nano is able to get the license from BCA and URA at ease within …

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