Tate Modern Outdoor Advertising

Tate Britain digital art campaign reacts to weather and traffic flow


By Natalie Mortimer, N/A

June 4, 2014 | 2 min read

Tate Britain has created a digital outdoor campaign which showcases different pieces of art according to the weather and traffic flow.

The campaign uses real-time data to change the images, which can been seen on Ocean’s Two Towers West screen on the A4 into London from Heathrow, and includes Turner’s, ‘The Storm’ which accompanies a Met Office forecast for bad conditions.

Tate’s digital communications manager Jesse Ringham said: “Tate Britain’s showcase is a data driven campaign using hundreds of images from our extensive collection to re-engage with Londoners, visitors and international tourists.

“Different paintings, drawn from more than 500 years of British art, are automatically triggered across the two screens according to specific events or conditions such as the time of day, the traffic flow, the weather and flight arrivals.”

Created by Liveposter in collaboration with Total Media and Posterscope, the campaign came first in the Creative Techniques category of Ocean’s annual The Art of Outdoor Digital competition.

Tate Modern Outdoor Advertising

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