Grey Group and Eye Mo bring water calligraphy to the public spreading an eye care message
Last Saturday, 22 March 2014, shoppers and commuters at the Marina Bay Sands promenade (outside the Art Science Museum) were treated to a rare street performance by Singaporean Water Calligraphy Artist, Alew Liew. Liew’s street performance drew crowds as he penned a timely reminder for fellow Singaporeans. Passers-by were caught in their tracks as the spectacle unfolded before their very eyes.
For close to an hour, Liew drew a symbolic eye in various locations around the Art Science Museum. Using just water, the artistic display left no trace on the ground, yet made its mark with audiences. Children were also invited to try their hands at the art form with Liew’s guidance.
The event, organised by Grey Group and Eye Mo Singapore aimed to raise public awareness of water calligraphy and spread the message of eye care.
The activity at Marina Bay Sands was one of the 5 locations Grey decided to execute this ambient marketing stunt that leaves no trace behind, except in the minds of the public. By employing culturally and contextually relevant strategies that resonate with consumers, Grey hopes to remind Singaporeans to adopt healthy eye care practices amidst the hot weather.
“I am honoured to be part of this event. This great opportunity presented by Eye Mo allowed me to share my love for the art of Water Calligraphy to the public in a unique manner. I am really pleased that the audience were very receptive towards the showcase and were really interested to find out more about water calligraphy.” said Liew.
7 Comments
A guy came and drew some eyes on the ground for eye-mo??? Is there some brilliance that Im missing here?
@BananaLeaf, not just a guy. He is a local artist specialized in calligraphy. Chinese calligraphy as an art form has been gaining traction in China as a form of street art. The cool thing about this is that it combines traditional and street art within the limits allowed by the laws against graffiti and littering.
You should check out the video https://www.youtube.com/watch?v=QuyLOlKWqcc
Eye can’t believe they did this.
Was that even legal in Singapore? I reckon you might get fined for this stunt. Cool concept though.
Terrific usage of water drying out to communicate the message. Hope they didn’t use too much water after the prolonged drought. No trace or graffiti, again.. fantastic use of medium, it’s legal in every sense as long at there’s no pollution, reckon they had the permit or probably was invited by MBS people to do it there. Very interesting piece.
Haven’t we seen this before? http://www.campaignbrief.com/asia/2013/09/wwf-traffic-and-ogilvy-mather.html
Grey.
But it smacks of desperation.