Sculpture Doesn't Do. Sculpture Is.

The first brand awareness campaign from contemporary sculpture gallery Henry Moore Institute evokes a meditative experience, matching the zen, almost temple-like exterior of the gallery building. The campaign line – 'Sculpture Doesn’t Do. Sculpture Is' – nods to the more insistent kind of commercial advertising. The longer line became something of a rallying call for the post-Covid debate about work and the return to normal. Originally an OOH advert, the poster is now a bestseller at the Henry Moore Foundation shop.