A question you will no doubt ponder upon as you marvel at the objects on display at the Dragon and Phoenix Exhibition in Louvre Abu Dhabi, running until 12 Feb 2022.
Supported by a beautiful animation film that recalls stories of cultural exchange between the Chinese and Islamic civilisations; the exhibition showcases the connections, artistic influences, and remarkable untold stories of more than 800 years of cultural and commercial relationships.
All communication elements were developed to highlight or celebrate the artistic production interchange between the two cultures. Starting from the blue-hued animated film which pays tribute to the cobalt blue pigment imported from the Islamic lands thus giving birth to the iconic white and blue Chinese porcelain, to the social media posts where the viewer is invited to note the uncanny similarities between the different-origin artefacts.
In addition, Louvre Abu Dhabi invited influencers to support them on their mission to recall stories of cultural connection and highlight the remarkable exchange between the two civilisations.
The invitations took the form of blue and white ceramic half-plates decorated with Islamic motifs and an illustrated phoenix that represents the Islamic lands. Influencers were then encouraged to visit the museum and reclaim the second half of the plate which was decorated with Chinese drawings and an illustration of a dragon; thus, symbolically merging the two cultures in one plate. The complete plate served as their entry ticket into the exhibition.
This fully integrated campaign is the first collaboration between Louvre Abu Dhabi and their new communication partner Publicis Middle East after winning the account at the start of 2021.
Agency: Publicis Middle East / Dubai
Executive Creative Director: Rafael Augusto
Creative Director: Mohamed Bareche
Senior Copywriter: Nicolas Richard
Copywriter: Kyra Mathews
Senior Art Director: Mohamed Youssef El Naggar
Senior Art Director: Paulo Ottaviani
Art Director : Tina Balaa
Graphic Designer: Mahir Jeseem
Deputy General Manager: Myrna Khoury
Account director: Hania Afifi
Account manager: Sarah Cartier
Planner: Elias Karam
Studio: Consulado Sao Paulo
Head of TV production: Wael Said
Social media director: Karl El Hitti
Social media manager: Rahma Abdel Rahman
Social Media Executive: Antonin Pelletier
Multimedia designer : Ali Al Nammari
Multimedia designer: Raef Fawzy
Client: Louvre Abu Dhabi
Director of Marketing and Communications: Emma Cantwell
Brand lead: Anna Ferris
Marketing Officer : Shaikha Alzaabi
Marketing specialist: Caroline Hebert
Acting Marketing Manager: Sarah AlJneibi
Account executive: Yara Maalouf
Digital Marketing manager: Sana Ibrahim Alhammadi
Digital Marketing Officer: Mitra Birgani