BDDP GGT creates enigmatic Tate Gallery ad

BDDP GGT has unveiled its first work for the Tate Gallery, which is intended to intrigue people enough to visit the venue.

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

January 1998.



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.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content