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Award: Wood Pencil

Wood Pencil / Writing for Advertising / Writing for Poster Advertising / 2017

Tate Britain’s footfall was declining and they were struggling to get people outside of the usual ‘art crowd’ to visit the gallery. The brief was to revitalise the gallery and make it appeal to a broader audience.  Overall objectives were to increase footfall and to make people care about art again.  

Location & Scale:
1000 bus clings – general distribution around London and 25 48$ with a general distribution on the London Underground. The budget was £**** and this delivered reach of 331,601,621.

Galleries have often used reproductions of artwork in their posters to try and attract visitors. Instead of showing the art, we decided to use words to tell the stories behind it. Stories that are as relevant today as they were when the artworks were originally created.  Stories so compelling it would make people want to go to the gallery to see the art for themselves. In a world of ‘he who shouts the loudest wins’ this campaign is stripped back to just words and the stories they create.

We needed to diversify the audience to include broader age ranges, ethnicities and social classes. We needed Tate Britain’s art to feel relevant to people’s lives today. The campaign ran across a number of channels including print, outdoor, and direct. We picked high quality, high dwell time placements, to allow people the time to read the stories, but we also subverted these traditionally visual formats and deliberately not showing the art but telling the stories behind them.

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