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Grey London: 500 Years of Stories


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Grey London substitutes visual art with powerful words in first campaign for Tate Britain"Art is moving, but not just because of its aesthetic it's the narrative behind the art that moves us the most." Nils Leonard.Convention dictates that art should be promoted visually, showing images of the work itself.
But in order to connect the gallery and its art works with a new audience, Grey London has subverted this tradition. In its first campaign for Tate Britain, everything has been stripped away and rather than show images to promote the work, it uses powerful words to tell the story behind the art.
Credits Other credits

CREDITS:



Project name: Tate Britain, BP Collection, 500 Years of Stories



Client: Rob Baker, Chief Marketing Officer, Tate

Abi Laughton, Marketing Manager, Tate Britain



Creative Directors: Nils Leonard & Dom Goldman



Copywriters: Pete Gatley, Jonas Roth, Rasmus Smith Bech



Art director: Nils Leonard



Creative: Yassa Khan



Agency producer:N/A



Creative producer: Gemma Hose & Martin McGinn



Planner: Ruth Chadwick



Account Team: Henry Debenham, Sophie Posgate, Emma Stockton



Media agency: AKA



Media planner: Zoe Brown & Sam Thomas



Post-production: Hogarth



Soundtrack composer: N/A



Audio post-production: N/A



Exposure: Press, tube card panels and 16 sheets on London Underground

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