BBH Asia Pacific brings treasures to the outdoors

ASIA-PACIFIC – SINGAPORE, MARCH 15, 2011 – Orchard Road’s lamp posts have been sporting weathered sails lately as part of BBH Asia Pacific’s latest campaign. The outdoor campaign is part of the launch of Southeast Asia’s most important archaeological discoveries in the exhibition Shipwrecked: Tang Treasures and Monsoon Winds at the new ArtScience Museum in Marina Bay Sands.

 

Considered one of Southeast Asia’s most important and oldest marine archaeological finds from the 9th century, the exhibition showcases the largest quantity of Chinese trade goods and luxuries from the Tang Dynasty that China has ever discovered. The cargo, carried from China by a ninth century Arab dhow, was found near Indonesia’s Belitung Island in 1988.

 

The exhibition banners, made of weathered masts, complete with life-sized replicas of the real ship’s sail were individually handcrafted from scratch, from the authentic rope rigging to the tattered holes.

 

As part of the broader campaign, a series of underwater posters, with the call to action to ‘Discover Asia’s Sunken Past’ have been placed at the bottom of some of Singapore’s most popular community swimming pools, a first ever use of public swimming pool space for advertising.

 

The swimming pool posters, fashioned in the shape of Singapore, replicate some of the Tang Treasures ranging from an intricate gold cup, to the blue and white ceramics that once lay on the original cargo floor some 1,000 years ago.

 

Said Lesley-Anne John, Account Director, BBH Asia Pacific: “We want the exhibition to get everyone’s attention, but in a way that best reflects the nature of how these treasures were found. You could say we went from top to bottom with our choice of media.”

 

The BBH outdoor campaign will also see installations at Dhoby Ghaut MRT and the Singapore Visitors Centre on Orchard Road. Print Advertising has also been running parallel in both the English and Chinese dailies.

 

Shipwrecked: Tangs Treasures and Monsoon Winds is jointly organized by the National Heritage Board, the Arthur M Sackler Gallery, Smithsonian Institution, and the Singapore Tourism Board.

 

Credits:

Creative Director: Shawn Loo

Creative Director: Noel Yeo

Art Director: Adrian Chan

Copywriter: Douglas Hamilton

Art Director: Kittitat Larppitakpong

Producer: D’or Tey

Head of Print Production: Michelle Tan

Head of Print: Peter Chee

Business Director: Adrey Low

Account Director: Lesley-Anne John

Account Executive: Sidharth Tuli

Planning Director: Fredrik Sarnblad

Account Planner: Huiwen Tow