The Singapore and Hong Kong art markets are unique. There is a huge demand for art, whether antique heirlooms or emerging Asian artists, and there are a lot of new collectors and patrons that are regularly entering the market. Furthermore, due to the presence of various fairs, like the Affordable Art Fair, art is now more accessible to a larger segment of the population. To make our communication relevant to such a broad audience, we created a campaign that could connect with each segment and made people think twice about their art investments. We achieved this by taking unexpected incidents and gradually transforming dangerous objects into harmless ones. Allowing us to resonate with AXA ART’s positioning of Redefining Art Insurance.
Agency: DDB Singapore
Creative Directors: Joji Jacob, Thomas Yang
Head of Art: Thomas Yang
Art Director: Yuan Jia
Photographer: Allan Ng (Republic Studio)