Tate Britain Lends its Artworks to the Tube
Grey London has created a series of print campaigns to reintroduce iconic works of art to the city’s commuters.
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Some of the Tate Britain's most iconic artworks are getting a facelift as they are soon to feature on the Tube... but not in the conventional sense.
To celebrate the BP Walk through British Art exhibition and attract new art-goers, the Tate Britain has teamed up with Grey London to unveil its first campaign, a series of tongue-in-cheek print ads.
The poetic campaign transforms three iconic artworks created at different points in history by describing the story behind the art.
Sir John Everett Millais’ Ophelia (1851-2, below); Steven van der Meulen’s Portrait of Elizabeth I (circa 1563); and Francis Bacon’s Triptych – August 1972 (1972) have been introduced to the Tube through words written by copywriters Pete Gatley, Jonas Roth and Rasmus Smith-Bech.
The text to accompany Ophelia is slanted and drifts off the page, much like Ophelia’s overpowering thoughts.
Each ad captures the essence of the painting by adapting the text to suit its message.
Portrait of Elizabeth I (below) is proud and perfectly aligned, while Triptych – August 1972 (at top) is fractured and disintegrating on the page – to reflect Bacon’s state of mind.
The Portrait of Elizabeth I is reflected through the proud and neatly right-aligned text.
“Our ambition in working with Grey London is to offer a broader audience new ‘ways in’ to the art we present at Tate Britain by creating cultural relevance,” says the Tate’s CMO Rob Baker.
The permanent collection is always open for viewing in the BP displays and postcards for the ads will be available for free at the Tate. For more information, click here.
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powered by
- Agency Grey London
- Art Director Nils Leonard
- Copywriter Pete Gatley
- Creative Director Nils Leonard
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