The power of art
Sir John Everett Millais, Ophelia 1851-2 at Tate Britain

The power of art

London – The Tate Britain’s latest campaign shows there is truth in the adage ‘a picture is worth a thousand words’.

Article/18590 #1
Tate Britain campaign by Grey London, UK Tate Britain campaign by Grey London, UK
Tate Britain campaign by Grey London, UK Tate Britain campaign by Grey London, UK
Tate Britain campaign by Grey London, UK Tate Britain campaign by Grey London, UK

London – The Tate Britain’s latest campaign shows there is truth in the adage ‘a picture is worth a thousand words’.

  • The Millbank-based art gallery is celebrating three of its most famous paintings with a new campaign
  • The posters by agency Grey London attempt to make the works culturally relevant to today’s audience 

In a new series of posters, soon to be displayed on the London Underground as well as in the press and online, Tate Britain is attempting to appeal to the Millennial and Generation D audience. Shunning imagery in favour of emotionally charged copy, the new campaign expresses both the inner turmoil of the artists and how some of its most famous art pre-empted many cultural movements such as the selfie or gay rights.

‘You’re a gay man./ Sex is still a punishable offence./ Love perhaps feels the same way,’ begins Triptych by Francis Bacon, which puts the audience into the fragile mental state of the artist who suffered a series of traumatic events before painting his masterpiece.

‘Art is moving, but not just because of its aesthetic. It’s the narrative behind the art that moves us the most,’ says Nils Leonard, chairman and chief creative officer at Grey London. ‘This first campaign is a taste of the new approach we’ll be taking to unlock the power of art through our communications.’

The Big Picture

Tate Britain is showing how it’s done when it comes to talking about heritage in a way that feels fresh and unclichéd. Find out more in our Anti-authenticity Marketing macrotrend.

Discover More News
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
Chanel launches its first dedicated Arts & Culture magazine

News

Chanel launches its first dedicated Arts & Culture magazine

Marking 100 years in the UK, Chanel has unveiled Arts & Culture magazine Vol 1, a print publication spotlighting its recent collaborations with...
Chanel : Magazine : Print Media
Stat: Global support for corporate LGBTQ+ Pride faces new challenges

News

Stat: Global support for corporate LGBTQ+ Pride faces new challenges

Global support for brands actively promoting LGBTQ+ equality is weakening, according to Ipsos’ 2025 LGBT+ Pride Report.   
Dei : Pride : Identities
Louis Vuitton unveils new super-sized ship-shaped Shanghai store

News

Louis Vuitton unveils new super-sized ship-shaped Shanghai store

Louis Vuitton has opened The Louis, a striking flagship store in central Shanghai.
Luxury : Retail : China
Queen Mary University of London powers campus with waste heat from data centre

News

Queen Mary University of London powers campus with waste heat from data centre

Queen Mary University of London is cutting emissions and energy bills by using waste heat from its data centre to power campus heating.
Data Centre : Sustainability
Stat: Social media overtakes tv as leading news source for Americans

News

Stat: Social media overtakes tv as leading news source for Americans

For the first time, social media and video apps have surpassed television as Americans’ most-used source for news, according to the Reuters Institu...
Stat : Statistic : Media
Cashify flips Indian wedding tradition to promote smartphone resale

News

Cashify flips Indian wedding tradition to promote smartphone resale

Smartphone reselling platform Cashify is challenging outdated attitudes to second-hand tech by reimagining a long-standing wedding ritual as a cele...
Technology : Sustainability : Circularity
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN