Campaign details
Brand: Tate BritainClient: Tate BritainAgency: Grey Group London
Summary
Tate Britain was struggling to get enough people through its doors. Despite a founding mission of making art accessible to everyone, it had become a haunt for the informed middle classes.
The people we wanted to reach weren't interested in art. They didn't understand it, and the culture surrounding it made them feel inferior.
This case study is about a planner who felt the same way; how they found something to unlock it and used it to make art feel relevant to themselves and...