NGS – Portraits of the People

April 2015

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.


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 35,000 submissions including those from the President and Prime Minister of Singapore.


  • MediaMonks


  • MRM//McCann Singapore


  • Desktop
  • Mobile


  • 2016 Mob-Ex Gold - Best Campaign - Tablets
  • 2016 Mob-Ex Silver - Best App - Creativity
  • 2015 Davey Award Integrated Campaign - Political
  • 2015 Mob-Ex Bronze - Best Design - Tablets