MAKNA (National Cancer Council Malaysia) approached Kult to create exhibition booths for their NPO Forum and Fair. The brief was that the booths should each be able to tell a clear and compelling story of the 75 NPOs and the benefits they deliver. They also wanted the booths to break away from the typical booth design.
Kult tapped into the rich Malaysian street art talent by bringing together the five street artists Black (Fritilldea), Cloakwork, Katun, Kenji & Snozze to mentor young, new and exciting artists from Kuala Lumpur to create visuals that will be applied across the booth panels.
The teams were divided according to four clusters: Education, Environment, Health and Welfare.
Over four months, the artists came together and produced vibrant but distinct visuals that communicated the unique stories of the various NPO clusters. The result was a stunning fair set up that was seen by over 10,000 visitors. Every piece of art was taken away by the NPOs for their future use.
Singapore Art Museum reached out to Kult to propose, conceptualise and execute programming at the atrium as part of the Singapore Night Festival 2017 at SAM to:
- Raise BBB precinct’s profile as an arts district
- Engage and immerse target audience in the arts
- Reinforce SAM’s position in contemporary art scene in Singapore
We proposed the theme “Colors of the Multiverse” featuring different versions of the universe represented by a myriad of colors and elements.
Visitors were treated to a visual extravaganza through Live Art Painting and hands on Silkscreening and Textured Rubbing activities based on the colour and element themes. A series of digital interactive media was also something the audience, through touch, sound and movement.
Kult was tasked by the iconic nightclub to refresh the creative direction of the marketing collaterals of it’s key parties in efforts to remind its audience of its stance as an early adopter that is always at the forefront of trends.
We proposed a renewed visual direction for nights Fresh, One Dance, Sessions, Suits and TGIW. The visuals were specific to the distinct personality of each night and all offered an energy unlike anything in the local scene, yet comparable on a global scale.
Animations were also introduced for nights One Dance and TGIW to further bring home the idea of dynamism and forward-thinking.
August - December 2017
Kult Studio & Gallery collaborated with local production house, Design & Print International (DPi), to launch a new merchandise collection.
Kult Kollab translates art from street artists around the world into wearables, pushing the boundaries of art and fashion. The launch took place as part of Multiply: A Majestic Playground at the New Majestic Hotel.
Kult Kollab dares the masses to be bold, allowing themselves to break free from their comfort zones and wear their [he]art on their sleeves.
In the spirit of constantly looking to explore expressing art in different mediums beyond a canvas or print, the idea of wearable art came about. This collection aimed to be the enabler for the fire in all of us, no matter how small the spark.
Kult decided to select pieces that had bold colours and imagery that really pops out. The art needed to be the first thing one spots in a crowded space.
SHINE Youth Festival, by the National Youth Council, is a celebration of the abundant talent that young people in Singapore possess.
On this day, they get a chance to showcase their creativity under the mentorship of highly talented artists. This 3-day event was held in the heart of Orchard Road and included music, dance, art, sports and more.
Kult was invited by Urban Artery, organisers of the event, to curate the entire visual arts segment. The challenge was to stand out in a venue that would be packed with people and contain distraction of the bright lights of the malls and the noise of the traffic.
To answer the brief, we identified art expressions and artists who created work that was unique, engaging and allowed for complete focus such that it drowned out the distractions around them.
Apart from the immersive artworks, visitors to the festival also had a chance to wheatpaste photos of themselves on our “Wall of Fame”, watch live Graffiti Battles and interacted with pyramids designed by artists and mentees.
The art segment was well received by the public, and won the following awards in the Marketing Events Awards 2015.
1. Silver for Best Arts Event
2. Gold in the Best Event for Targeted Community
3. Silver for Best Use of Venue
Caltex wanted to start becoming relevant to its next generation of drivers. The idea was to start building a relationship with them even before they had fuel on their mind.
Kult created ‘Fuel My City’ - a platform to open up their city to young people, get them excited to go out, explore and discover.
Leveraging on 40 Social Media Influencers across 5 SEA markets, we invited them to go on a 1-day journey across their city to capture their experience through photography and film. Using hashtags #fuelmycity and #Caltex, the influencers shared their content with the intent to encourage followers to take on the same journey, share their thoughts and photos that show a unique side to their city.
To celebrate the iconic L.12.12 polo shirt, Kult was tasked with the conceptualizing and running of the Singapore leg of the Lacoste in Motion L.12.12 tour.
For the first time ever in the brand’s 78-year history, we created short films and soundtracks with 12 motion graphics artists and 3 musicians to interpret the DNA of the classic polo shirt.
This content formed the basis of a global digital PR campaign and an exclusive media & VIP event, held in a historic garment factory in Singapore.
Nike Global tasked Kult to curate a series of football inspired artworks to showcase at a 10 day interactive show on Nike Football innovations. The event ‘Hypersense: The Art & Science of Modern Football’, was held at the prestigious ArtScience Museum, Marina Bay Sands in Singapore.
We commissioned 24 artists to bring the sensory nature of football to life. Hand-picking emerging graphic designers, illustrators and typography artists from Asia and around the world giving them each a brief relating to the history of Nike football and new product innovations such as National Team Kits.
The artworks were showcased at the museum and a book that featured the artworks were published and given away at the exhibition.
To bring lots of cheer during Christmas, Haagen Dazs launched the Limited Edition Marc de Champagne Truffle ice cream. Kult was asked to help conceptualise the Singapore launch of this premium ice cream and make it the taste of the holiday season.
Working together with the interior designer team from Farm, a pop up store was designed at the entrance of Wisma Atria, along Orchard Road.
Inspired by the idea of Champagne, the entire interior was lined with champagne flutes. And these flutes were in red to reflect the Christmas spirit. To elevate the experience even further, Marc de Champagne. Truffle macarons were created specifically for this outlet.
• Over 3,600 visitors to the House of Haagen-Dazs outlet
• 76% positive impression change
• 66% increase in handheld sales vs. average of handheld in CVS
• PR Reach of over 5 million
• PR Value over USD200,000
Kult was tasked to conceptualise the Singapore launch of House of Häagen- Dazs, and promote their Secret Sensations range of ice cream through a luxury experience that generates PR, word-of-mouth and brand re-appraisal.
The House of Häagen- Dazs was recreated with elements inspired by the TVC to create a luxurious experience, with modern entertainment.
The campaign saw:
• Chauffeur driven cars through partnership with Uber
• Secret Sensations cocktails specially created by an award-winning mixologist from Tippling Club
• Choreographed burlesque act
• Live unannounced performance by Emmy the Great (UK)
The event saw a turnout of over 200 celebrity, media and blogger guests. 21 pieces of media feature, including a 6-page spread and cover story in NYLON Singapore and an interview for the Regional President of Asia, Middle East and Africa for General Mills on CNBC, the House of Häagen Dazs saw over SGD$100k worth of PR value.
In collaboration with DDB, we launched a campaign promoting resilience, self-affirmation and perseverance amongst youth. (opinion leaders)
To achieve an attitudinal shift, Kult decided to create a tangible entity that our target audience can relate to. A brand designed to ‘get under their skin’ we:
> Launched a niche underground fashion brand “Unbreakable” with a message of resilience literally sewn into the label
> Launched the Unbreakable website and interactive touch screen arcade
> And created a series of urban art activation from Singapore Poly to Bukit Batok Skatepark to the walls of Queen St
Merchandise, artworks and activities have been prominently featured on various online media that include blogs, Facebook walls, Tweets, news sites, Instagram posts and more.
Premier watch and accessories brand for the youth lifestyle market, Nixon, had held Art Mosh events in major cities across the world.
Nixon wanted to apply a collaborative approach to the Art Mosh and give back to the community by creating a kick ass party and exhibition that involves Nixon’s friends and supporters- all within a tight budget.
Kult proposed and curated an exhibition that showcased work from various creative fields and within this framework, establish a distinctly Singaporean flavour, culminating in an event that surpassed the quality of Nixon Art Mosh events around the world.
An art focused exhibition for the first 3 hours including live silkscreening and painting. The rest of the night saw live performances by 2 bands and acc DJ. Our event dressing solutions included a hawker-style popiah booth, which we re-purposed as a DJ booth, a toaster hanging over a bath tub (a visual of Nixon’s company ethos) and a large projection showing Nixon surf and skate videos.
This resulted in over 1,000 of Singapore’s fashion friendly youth attending. Kult was invited to organise Art Mosh II the following year.
With the development of nationwide internet knowledge a top priority for the Vietnamese Government, Yahoo! wanted to establish itself as the starting point for all newbies in Vietnam. They were looking to conduct internet training sessions in schools enabling the critical mass of students and teachers to connect with Yahoo!.
Upon obtaining approval from the Minister of Education to proceed, Kult was asked to draft the entire curriculum, demonstrating the benefits of key tools such as Search, Answers, Mail and Flickr. ‘Around the World Wide Web in 90min’– a fun and educative 90min session was drafted to demonstrate how Yahoo! can help students with their schoolwork and facilitate the job of teachers.
Working with agency partners in HCMC and Hanoi, Kult also recruited a fleet of university graduates and trained them to become Yahoo trainers and impart the curriculum in a fun and interactive manner. A total of 216,000 students and teacher participants across HCMC and Hanoi were exposed to the programme.
Organisers of the prestigious Art Stage Singapore invited Kult to create a ‘VIP’ dinner for a group of 300 very discerning art collectors, gallery owners, artists and celebrities from all over the world. The event had to allow for interaction between guests and create an experience that would keep them talking for months.
Inspired by the objective of Art Stage, the theme we proposed was Asian with a modern twist. ‘Serving Statues’ dressed in stylized ethnic attire and standing in a Terracotta warrior formation. ‘Bian Lian’ (Face changing) performance was projection mapping of a large print of a face mask was mapped with video projection. Gamelan band accompanied by a live visual show.
Over 300 guests attended and stayed until lights came on.
Tiger Beer wanted to create a global brand-owned platform that would allow Tiger to connect with its young adult target market across the world.
We conceived Tiger Translate, a global initiative to highlight Asia’s brightest creatives and nurture collaboration with Western artists, to generate a wealth of new content that is inspired and owned by Tiger Beer. Brought to life through a series of exhibitions, events, publications, limited edition merchandise, online and PR.
In the 7 years of the program, Tiger Translate had been activated in 17 of Tiger’s priority markets with over 100,000 people attending the events.. With 10,000 unique visitors to www.tigertranslate.com each month and S$13,000,000 worth of PR value to date. Tiger Translate books sold in bookshops throughout Asia, Europe and US.