Tate Britain 'This is Britain' by Fallon

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Tate Britain is launching a major new advertising campaign to highlight the gallery's role as the home of British art from 1500 to the present day.

The campaign focuses on the rich variety and contrasting nature of the images within British art, both historic and contemporary. 
 
The outdoor advertising campaign, by Fallon, uses a new strapline for the gallery, ‘This is Britain’. The design features British art from 1500 to the present day, highlighting the BP British Art Displays at Tate Britain.

There are seven creative executions, each shows a classic historic masterpiece next to a famous modern or contemporary art work.

The activity broke on the week of 14th March with backlit sites at London rail stations and 48-sheet, 12-sheet and four-sheet ads in London. It will be followed by a digital presence. The campaign was written by Selena McKenzie and art directed by Toby Moore. The creative director was Mark Elwood.

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Released: 17 March 2011

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Credits

Creative Agency
Fallon

Client
Marc Sands

Director of Audiences and Media, Tate

Executive Creative Director
Mark Elwood

Art Director
Toby Moore

Copy Writer
Selena McKenzie

Group Account Director
Katharine Easteal

Account Director
Charlotte Burgess

Agency Planner
Mike Lean

Media Agency
Total Media

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