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It's a pretty established rule of museum marketing that your advertising should show off, you know, what's inside the museum—particularly if you've got some famous artwork in there. But Grey London rejects that entirely in a bold new campaign that gets rid of the art and instead tries to tell the fascinating stories behind it.
The campaign launches by focusing on three works in particular: "Triptych, August 1972" by Francis Bacon; "Ophelia" by Sir John Everett Millais (which is Tate Britain's most popular painting); and "Portrait of Elizabeth I."
Nils Leonard, chairman and chief creative officer of Grey London, did the art directing and typography himself.