Image (as an example) shows the campaign on the Towers, featuring Minnie Cunningham at the Old Bedford (1892) by Walter Richard Sickert, and some background detail from the collaborators follows.
Tate Britain is running a digital outdoor campaign which uses real time data to showcase pieces from the collection to visitors travelling on the A4 into London from Heathrow. Different paintings, drawn from more 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. This is the first time such a campaign has been run by a Gallery using data sets in this way.
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.
Ocean’s Art of Outdoor competition entries were judged by a panel of industry experts for their visually stimulating and innovative approaches, using digital techniques including full motion, layering, subtle motion, time sensitivity, augmented reality, data streaming and convergence with other digital media platforms.
The Art of Outdoor Digital Competition 2014 opens for entries on June 30th.
