Embassy of the Republic of Singapore - open for talent
Idea: A competition that promotes talent
The Embassy of the Republic of Singapore has presented its country at the FESTIVAL OF LIGHTS every year since 2015. Since 2017, the Embassy has intensified its commitment. Since then, the focus has been on promoting young artistic talent combined with the mission of deepening the cultural connection between Singapore and Germany.
Implementation: The message gets through
The FESTIVAL OF LIGHTS team developed a special "Young Talent Award" that is held every year on the facade of the Embassy. For this purpose, a "Call for Artists" on a specific theme is launched in the run-up to the festival, in which both experienced professionals and young up-and-coming artists can participate.
The themes leave a lot of creative freedom. They are intended to inspire the artists. In recent years, they have been "Multiculturalism," "City of the Future" and "Kaleidoscope."
The task was to create a design for the façade of the embassy building on Voßstraße opposite Potsdamer Platz. From all the artistic designs, a jury has selected ten finalists whose works was projected onto the building in a show during the festival. Festival-goers viewed the show and voteed online for their favorite. Each year, there are attractive prizes and an individual award trophy to be won.
To ensure a broad response, the competition is promoted intensively in the festival's online communication channels and press relations.
Success: Many competitive advantages
The Young Talent Award has become firmly established. Every year it finds many international participants and proud winners, countless photos on social networks, thousands of festival visitors taking part in the online voting. Plus a huge media reach, positive coverage of the Republic of Singapore, and not to forget: a satisfied ambassador.
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