THE BACKSIDE OF LIBERTY LEADING THE PEOPLE
Qualcomm, a world leader in wireless technology innovation asked to produce not only the largest poster in France – 1.135 m² in front of the Louvre Museum – but also the most powerful and most relevant, both to the brand and to the location.
Instead of using spectacular but predictable technological solutions, the focus of this campaign lies on the meaning of Qualcomm, its core purpose: creating solutions for the future that improve the world and the lives of its peers.
Among the Louvre’s historical/artistic heritage, it was Eugène Delacroix’s 1830 revolutionary masterpiece, Liberty Leading the People, that was the inspiration to come up with a response : A modern version of it, but from a new angle. Imagining the back of the painting allows us to symbolize both the digital revolution that Qualcomm is bringing about, its position as a leader pushing the world forward, and to give it a visibility that the very nature of the technologies it develops does not produce.
Instead of using spectacular but predictable technological solutions, the focus of this campaign lies on the meaning of Qualcomm, its core purpose: creating solutions for the future that improve the world and the lives of its peers.
Among the Louvre’s historical/artistic heritage, it was Eugène Delacroix’s 1830 revolutionary masterpiece, Liberty Leading the People, that was the inspiration to come up with a response : A modern version of it, but from a new angle. Imagining the back of the painting allows us to symbolize both the digital revolution that Qualcomm is bringing about, its position as a leader pushing the world forward, and to give it a visibility that the very nature of the technologies it develops does not produce.
