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.
“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.
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
