Tate Britain – A new frame on art
Planned by: MattSpringateAgency: Fallon
SUMMARY
Tate Britain is an emblem of British culture, but by 2005 it was losing relevance. The launch of Tate Modern in 2000 had repositioned Tate Britain as classic and institutionalised; its permanent collection of British art had become over-familiar and less appealing.
Planning set about addressing this issue by breathing new life into the gallery. Our objective was to make Tate Britain as contemporary as Tate Modern and to reframe 'old' work through 'fresh' eyes. The delivery of the campaign had to be new...