Sketching one’s own portrait could well replace ‘selfies’ as a trend, judging by the infectious response to Portraits of the People. In celebration of Singapore’s 50th anniversary in 2015, National Gallery Singapore is rallying all of Singapore to self-sketch their portraits and reflect on the National Pledge through Portraits of the People. Many of these self-portraits will subsequently be etched onto a permanent commemorative walkway – the Art Connector – as a tribute to the people for their contribution in building Singapore.
To facilitate the participation of people from all across Singapore, MRM//McCann, in collaboration with international digital production company MediaMonks, developed a digital platform. This platform enabled individuals to contribute to the “Portraits of the People” campaign online. The campaign was launched through a series of traveling roadshows held at 50 different locations throughout the island.
At the on-ground events, participants were provided with a digital sketch and submission tool, allowing them to create and share their self-sketched portraits and reflections on the National Pledge. An accompanying microsite featured the sketch tool, enabling online audiences to create and submit their sketched portraits as well, extending the reach of the campaign.
The collected portraits were artistically curated and etched in copper onto the Art Connector, a permanent walkway spanning 290 meters. The Art Connector serves as a sheltered pathway connecting the City Hall MRT Station exit to the National Gallery Singapore’s Coleman Street entrance. This unique display showcased the diverse and heartfelt contributions of the Singaporean community.
On 27 November 2015, the completed Art Connector was unveiled to the public by President Tony Tan as part of the Gallery’s SG50 Art Carnival, providing an immersive experience for visitors as they encountered the engraved portraits along the walkway.
Each participant whose portrait was engraved, received an email with the precise location of their artwork on the Art Connector, allowing them to locate their contribution and share the experience with family, friends, and the wider community.
The “Portraits of the People” campaign utilized multiple channels, including events, mobile platforms, social media, and public relations, generating widespread enthusiasm for the National Gallery Singapore. The campaign garnered significant media coverage and received an overwhelming response, with a remarkable 35,000 submissions, including portraits from prominent figures such as the President and Prime Minister of Singapore.
