Docklands Museum juxtaposes images of past and present

Saatchi & Saatchi has combined images of London past and present to promote the opening of the capital's Docklands Museum.

The three press and poster executions use manipulated versions of works of art depicting early images of the Docklands area with a modern landmark superimposed.

"We based the campaign on real images that can be seen in the museum and added present-day imagery," Ajab Singh, an art director on the campaign, said.

One of the executions shows the Docklands area when it was a bustling port in the 18th century, with the Millennium Dome in the background. Another shows Canary Wharf.

Media for the campaign includes press ads in Time Out, the Evening Standard, the Daily Mirror and the Big Issue. Posters will appear across London and in Underground stations.

The ads were art directed by Singh and Dave Askwith and written by John Pallant. The Docklands Museum, owned by Museum of London, handles its own media planning and buying.