Adrian J Cotterill, Editor-in-Chief
Tate Britain’s award-winning digital out of home campaign which links celebrated works of art with London’s prevailing weather and travel conditions has launched on Ocean’s Two Towers West.
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.
The campaign uses digital out of home’s real time data capability to showcase Tate Britain’s extensive art collection, linking historic and modern artworks according to the time of the day, prevailing travel and weather conditions – an image of J.M.W Turner’s, ‘The Storm’ for example accompanies a Met Office forecast for bad conditions.
Ocean Outdoor CEO Tim Bleakley told us “This campaign is striking. The link between our screens as a live canvas to showcase the Gallery’s spectacular art collection reflects the dynamic capability of digital out of home. The matching of artworks to the out of home environment as it changes across the day is a fantastic concept.”
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.”
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 30.
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