National Gallery Singapore launches campaign to drive art appreciation

National Gallery Singapore and M&C Saatchi have launched the Gallery’s first nationwide campaign titled ‘My Masterpiece’ in the lead-up to the Gallery’s official opening in late 2015.

The campaign aims to broaden Art’s appeal by presenting modern Southeast Asian art in a way that makes the art accessible to all.

‘My Masterpiece’ features advocates of the Gallery from various fields sharing insights about a particular piece of art from the Gallery’s collection and why it resonates with them. The public is encouraged to join in the conversation by contributing their own perspectives on the various works through social media.

The campaign hopes to highlight its selection of seminal Southeast Asian art and build anticipation and engagement prior to the Gallery’s opening. ‘My Masterpiece’ launched across several mediums in January 2015 with actress Joanne Peh being the first advocate featured. Other advocates featured thus far include star chef Willin Low, noted academic professor Edwin Thumboo, and film director Anthony Chen.

The Gallery aims to be a leading civic and cultural destination established for the enrichment, enjoyment and engagement of Singapore residents and visitors from all over the world.