The National Gallery to target students in poster ads by Albion

The National Gallery is attempting to drive sales at its shops with a poster campaign.

Albion has created the campaign, which targets students offering a 10 per cent discount on more than 3,500 books.

The agency has created four poster executions, which will appear on sites at universities and colleges across London. It will also distribute flyers at events.

The creative takes the idea of focusing on insights into what inspired artists to create their work, drawing students' attention to provocative examples that appear in books supplied by the shops.

One poster uses the line: "Artists have always found inspiration in the aspects of love; courtship, marriage, syphilis plasters ..."

This links to the William Hogarth work Marriage A-la-Mode and the copy explains that students can "find out more about what inspired the great painters" by shopping for books.

The campaign builds on Albion's first work for the National Gallery that appeared last November.

The campaign was written and art directed by Darren Hughes, Nick Flugge, Tim McNaughton and Matt Gibbins.

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