Grey London has subverted the tradition that art should be promoted visually in order to connect Tate Britain and its artworks with a new audience

In its first campaign for the gallery, Grey has created ads for three very different paintings, to be shown on the London Underground.

All part of BP Displays, Tate Britain’s permanent collection of '500 Years of Stories', they play to the strengths of print media with crafted long copy enhanced by unique typography.  

Everything has been stripped away and rather than show images to promote the work, it uses powerful words to tell the story behind the art. 

Drawing people in and forcing reappraisal of art works people think they know well, the ads compel people to visit Tate Britain and see the work for themselves in a completely different context.

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