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Sumo's campaign for The National Gallery to use animated images

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By The Drum Team, Editorial

September 21, 2009 | 2 min read

A new campaign for The National Gallery has been created by Sumo to run in the London Underground and at mainland stations to promote its permanent collection.

The campaign by the Newcastle-based agency, which was appointed following a pitch in June, uses animated adverts to promote its national collection of Western European paintings which can be viewed free of charge.

The campaign, which features works by artists including Monet, Seurat, Van Gogh and Rembrandt, 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.

The eight animated adverts, which use the strapline ‘Find yourself’, have been designed to mirror the new zoom function on the National Gallery website, which allows visitors to examine every masterpiece in outstanding detail.

Jim Richardson, managing director of Sumo, said: ‘‘With such iconic works of art and world-famous artists, The National Gallery has a lot to offer anyone who loves art. Working with the gallery as they take their first steps into digital advertising has been an exciting partnership. The line ‘Find yourself’ allows us to describe the physical journey through the gallery space, encouraging visits, but also hints at the emotional journey one can take when exploring art.”

Karen Bath, head of marketing at the National Gallery, commented: "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."

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