BDDP GGT has unveiled its first work for the Tate Gallery, which is
intended to intrigue people enough to visit the venue.
The London-wide poster campaign is designed to coincide with the Tate’s
Turner Prize exhibition, which runs from the end of October until 18
The four-sheet poster comprises a typographical puzzle that spells out
the headline: ’Surely you didn’t expect an advertisement for the Turner
Prize exhibition to be too easy to understand?’
The ad was written by Nigel Roberts and art directed by Paul Belford and
will run on the London Underground for the next three months. A full
branding campaign is expected early next year.
The campaign is the first by BST since it won the business six months
ago. Since then, the agency has merged with GGT to form BDDP GGT.
John Allen, deputy chairman of BDDP GGT, said: ’People feel they ought
to go to the Tate but never get round to it. Just showing a piece of art
on a poster is not enough. We need to persuade people that the Tate’s
approach to art is different.’