PORTRAITS OF THE PEOPLE

Bringing Singaporeans together through art

To support the opening of the new National Gallery of Singapore, the Portraits of the People campaign was designed to bring art closer to all the different races and cultures of Singapore through a crowdsourced monument that will serve as a permanent symbol of the Gallery's role in promoting art as a unifying element for a diverse society.

Case Video: Portraits of the People

Trace over a selfie to create a self-portrait

Microsite: Self-portraits of a nation united

Each portrait is a pledge of unity

Social: Share your self-portrait inviting others to join

20,000 portraits cast in copper

Your portrait as part of a permanent installation

From self-sketched portraits to a permanent monument

A 360 campaign featured a tablet app and an interactive website that allowed users of all ages to sketch and upload a self-portrait. Portraits would then be selected to be included in the Art Connector - a permanent outdoor art installation spanning 290 meters long, connecting a major MRT station to the new National Gallery Singapore building.

The campaign ran across events, mobile, social media and PR; generating renewed enthusiasm for the Gallery along with news coverage and 25,000 submissions including those from the President and Prime Minister of Singapore.