Tate Britain’s award-winning digital out of home campaign, which links celebrated works of art with London’s prevailing weather and travel conditions, is attracting international attention and praise.
Created by LIVEPOSTER in collaboration with Total Media and Posterscope, the Welcome to London campaign came first in the Creative Techniques category of our annual The Art of Outdoor Digital competition.
It has since been selected as Ad of the Week by the journal Creative Review.
Tate Britain is using digital out of home’s real time data capability to showcase its extensive art collection, linking historic and modern artworks according to the time of the day, prevailing travel and weather conditions. An image of Turner’s, ‘The Storm’ for example accompanies a Met Office forecast for bad conditions.
Different paintings, drawn from more than 500 years of British art, are automatically triggered across the two screens according to specific events or conditions such as the time of day, the traffic flow, the weather and flight arrivals.
Ocean Outdoor CEO Tim Bleakley said: “This campaign is striking. The link between our screens as a live canvas to showcase the Gallery’s spectacular art collection reflects the dynamic capability of digital out of home. The matching of artworks to the out of home environment as it changes across the day is a fantastic concept.”
Dan Douglas, founder of LIVEPOSTER, said: “This campaign is a great example of a brand using data sets to create the most relevant copy for the moment and maximise their chance of engaging the audience.”