SAFE ACCIDENTS - PAINT

TitleSAFE ACCIDENTS - PAINT
ClientAXA
Product/ServiceART INSURANCE
CategoryB01. Posters
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE
Production Company THE REPUBLIC STUDIOS Singapore, SINGAPORE

Brief Explanation

To make the art collectors, patrons and aficionado more aware of the importance of valuation and insurance.

The Brief

AXA Art is a leading Art Insurance company, having operated in the art and insurance market for over 50 years. This allows AXA Art to provide specialist cover that is specific to the needs of each individual customer. In Singapore, AXA ART realized that the number of people who were patronizing the arts was growing incrementally, but only a few were doing enough to protect their investments. As a market leader, it wanted to be the first to convey the importance of protecting one’s investment in an interesting and thought-provoking manner.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

We wanted to position AXA ART as the people who were Redefining Art Insurance. A company that knew the art of keeping art safe. Because we all know art is a valuable investment. But not all of us know how to protect these investments. We wanted to show art collectors and patrons that life is filled with unexpected incidents and demonstrate how AXA ART guards your best interests with a protective shield of insurance.

Credits

Name Company Position
Neil Johnson Ddb Group Singapore Chief Creative Officer
Joji Jacob Ddb Group Singapore Group Executive Creative Director
Thomas Yang Ddb Group Singapore Deputy Executive Creative Director/Head Of Art/Design
Joji Jacob Ddb Group Singapore Copywriter
Yuan Jia DDB Group Singapore Art Director
Justin Tan DDB Group Singapore Head Of Creative Services/Art Buyer
Allan Ng The Republic Studios Photographer
Pradeep D'Souza Ddb Group Singapore Copywriter