Knowing that more than 12,000 people drive the Dubai-Abu Dhabi highway every day, listening to their radios but without much to look at, we decided to use the highway and the radio to provide a surprising first-look into the museum, in a way that would reflect its nature: contemporary; creative; a new perspective on art and humanity.The museum’s iconic masterpieces were reproduced in giant frames and placed along the highway leading from Dubai to Abu Dhabi. Next, each artwork was fitted with a solar-powered FM transmitter that synchronized the frequencies of the UAE’s top three radio stations’ with the museum audio guide. And anyone who wanted to engage had the choice to tune in. When approaching each artwork’s’ perimeter, drivers and passengers experienced the masterpieces like never before: right outside their windows, but also through an engaging story instantly broadcast through their car speakers.
Agency – TBWA/RAAD