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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


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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