LOUVRE ABU DHABI
OPENING

Strategy

Louvre Abu Dhabi celebrates the universal creativity of mankind and invites audiences to see humanity in a new light.  Through its innovative curatorial approach, the museum focuses on building understanding across cultures: through stories of human creativity that transcend civilisations, geographies and times.

CHALLENGE

How to translate a scientific and cultural project into a marketing campaign?

THE ANSWER

Be courageous. Stand up for your values.
And talk with your heart.

As universal museum, Louvre Abu Dhabi is focusing on the commonalities that transcend civilisations, geographies and times.

What unites us?
What makes us humans?

This is all Louvre Abu Dhabi is about.
Focus on that. Focus on Art.

THE MANIFESTO

Why are you, you?
From this question, a new beginning.
From this question, a new destiny.
For you are a world, and a meeting of worlds.
Our dream is to unite that which has been separated by history.
To return the many to the one.
A great story unites us all,
beyond colour and creed and gender.
The lightning flash of art And the music of the heart.
We reflect all cultures, all ways.
We are a twenty first century wonder.
Universal ideals, visions of art and truth.
Now is the turning point of cultures and hopes.
Come with questions, leave with visions.
We are the link between the past and the future.
Here, through art, new possibilities are born.
And new answers are given wings.

Why are you, you?
Because we are mirrors of each other.
Because together we create new worlds.
Together we are more powerful than we know.
We connect, we inspire, we multiply illuminations
with the unique light of art.

Credits
© Louvre Abu Dhabi – Marketing team – 2015 – 2017
Creative: TBWA/Raad
Manifesto written by Ben Okri.
Introduction film by Le Potager Design