Worth a thousand words

The Tate gallery tells the story behind the art.



Every creative has probably heard the phrase “show, don’t tell” at some point in their career, but Grey London decided not to take that advice when promoting the Tate Britain art gallery in London.¬†For three historic pieces of artwork currently on display at the gallery, the agency describes in beautiful detail the stories they tell, the background behind their creation and why they’re still relevant today. Not only does it show that great art is more than just a pretty picture, but it gives you a chance to impress your friends with how much of a cultured art connoisseur you are when you slip these bits of insight into conversation.




Brand: Tate Britain’s BP Collection
Client: Rob Baker, Chief Marketing Officer, Tate
Abi Laughton, Marketing Manager, Tate Britain
Agency: Grey London
Art director: Nils Leonard
Creative directors: Nils Leonard & Dom Goldman
Copywriters: Pete Gatley, Jonas Roth, Rasmus Smith Bech
Creative: Yassa Khan
Creative producers: Gemma Hose & Martin McGinn
Planner: Ruth Chadwick
Account Team: Henry Debenham, Sophie Posgate, Emma Stockton
Media agency: AKA
Media planner: Zoe Brown & Sam Thomas
Post-production: Hogarth
Exposure: Press, tube card panels and 16 sheets on London Underground