Grey London Connects Art to New Audiences through Powerful Stories for Tate Britain

Tate Britain’s 500 Years of Stories successfully launched last year and unusually for gallery advertising, featured no pictures, only powerful words.

Watch how the stories behind Tate Britain’s art affect people
“Art is moving, but not just because of its aesthetic. It’s the narrative behind the art that moves us the most.” Nils Leonard.

New works, new audiences, new channels

The campaign has since expanded into new channels and with three new art works to reach an even wider audience, with famous actors reading for radio and cinema, Instagram and even Braille (in addition to outdoor and print). The work represents a disruptive new way of talking about art and advertising it, driving people to want to see the work for themselves and so visit Tate Britain.

The three new works are: War (Turner ‘The Field of Waterloo’), CHAV (Lowry ‘The Pond’) also read for radio and cinema by actress Jaime Winston and Bed (Emin ‘My Bed’). In addition, Francis Bacon’s ‘Triptych 1972’ from phase 1 is read for radio and cinema by personal friend of the artist, Terence Stamp.

War — Turner ‘The Field of Waterloo’
CHAV — Lowry ‘The Pond’
Bed — Emin ‘My Bed’

Tate Britain’s ‘500 Years of Stories’ campaign was launched in November 2015 on posters on the London Underground, newspaper ads and postcards sold in the gallery shop with Bacon’s ‘Triptych 1972’, ‘Portrait of Elizabeth I’ and Millais’ ‘Ophelia’.

Credits

Nils Leonard — Chairman & CCO

Dominic Goldman — ECD

Dominic Goldman — Creative Director

Peter Gatley — Copywriter & Art Director

Lex Down — Copywriter & Art Director

Jamie Starbuck — Copywriter & Art Director

Jonas Roth — Copywriter

Rasmus Smith Bech — Art Director

Tracey Emin — Copywriter

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate — Account Director

Emma Stockton — Account Executive

Gemma Hose — Senior Creative Producer

Rose Percy — Creative Producer

Martin McGinn — Senior Creative Producer

Marcus Eley — Senior Producer

Emma Fasson — Senior Producer

Client — Tate Britain Marketing Manager — Abi Laughton

CMO — Rob Baker

Head of Communications — Chris Condron

BRAILLE

Nils Leonard — CCO & Chairman

Dominic Goldman — ECD

Dominic Goldman — CD

Jonas Roth — Creative

Rasmus Smith Bech — Creative

Peter Gatley — Copywriter

Lex Down — Copywriter

Jamie Starbuck — Copywriter

Tracey Emin — Copywriter

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate _ Account Director

Rose Percy — Creative Producer

GAY (OOH & PRINT)

Nils Leonard — CCO & Chairman

Dominic Goldman — ECD

Dominic Goldman — CD

Peter Gatley — Copywriter

Peter Gatley — Art director

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate — Account Director

Gemma Hose — Senior Creative Producer

Martin McGinn — Senior Creative Producer

RADIO & TV: Marcus Eley — Senior Producer

GRIEF (OOH & PRINT)

Nils Leonard — CCO & Chairman

Dominic Goldman — ECD

Dominic Goldman — CD

Peter Gatley — Copywriter

Peter Gatley — Art director

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate — Account Director

Gemma Hose — Senior Creative Producer

Martin McGinn — Senior Creative Producer

SELFIE (OOH & PRINT)

Nils Leonard — CCO & Chairman

Dominic Goldman — ECD

Dominic Goldman — CD

Jonas Roth — Copywriter

Rasmus Smith Bech — Art Director

Peter Gatley — Copywriter

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate — Account Director

Gemma Hose — Senior Creative Producer

Martin McGinn — Senior Creative Producer

CHAV (OOH & Print)

Nils Leonard — CCO & Chairman

Dominic Goldman — ECD

Dominic Goldman — CD

Jamie Starbuck — Copywriter

Lex Down — Art Director

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate — Account Director

Rose Percy — Creative Producer

RADIO & TV: Emma Fasson — Senior Producer

WAR (OOH & PRINT)

Nils Leonard — CCO & Chairman

Dominic Goldman — ECD

Dominic Goldman — CD

Lex Down — Copywriter

Jamie Starbuck — Art Director

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate — Account Director

Rose Percy — Creative Producer

RADIO: Emma Fasson — Senior Producer

BED (OOH & PRINT)

Nils Leonard — CCO & Chairman

Dominic Goldman — ECD

Dominic Goldman — CD

Pete — Copywriter & Art Director

Tracey Emin — Copywriter

Nils Leonard — Designer

Ruth Chadwick — Planning Director

Henry Debenham — Business Director

Sophie Posgate — Account Director

Rose Percy — Creative Producer