The film above shows the part of the new marketing campaign Sumo have produced for The National Gallery, it launches tomorrow across London.
The National Gallery houses the national collection of Western European paintings from the 13th to the 19th century, available free of charge, 361 days of the year. The campaign launching this week showcases the permanent collection with works by artists including Monet, Seurat, Van Gogh and Rembrandt.
Recent research alerted the gallery to the fact that while many people recognise, and are familiar with some of these iconic works, they are less likely to realise that they reside at the National Gallery of Trafalgar Square and that they can see them absolutely free. The campaign aims to raise awareness of the iconic nature of the paintings in the collection.
The animated adverts mirror the new zoom function on the National Gallery website, which allows visitors to examine every masterpiece in outstanding detail. The eight adverts start with hidden details within paintings and zoom out to reveal the iconic works of art that can be found within The National Gallery.
Introducing the strapline ‘Find yourself’, the campaign highlights the opportunity to discover a wealth of art which is accessible to all, as well as the suggestion that exploring great works of art will enrich your life and help you learn more about yourself.
‘The National Gallery is always keen to explore new media opportunities to communicate the Collection and what it has to offer to the widest possible public. This new digital campaign which references the zoom facility on the Gallery’s new website, is a first and we are delighted with the ‘Find yourself’ creative that Sumo have conjured-up to answer our brief’ says Karen Bath, Head of Marketing at the National Gallery.
The campaign will appear across public transport in London in the coming weeks, and will be supported by street teams handing out National Gallery branded Oyster Card wallets featuring an image of van Gogh, Sunflowers.
You can find a case study about this museum marketing campaign here.
