Tate Britain's headline exhibiton for 2011 was 'Watercolour' exploring themes and technique of the medium through the ages into contemporary art. The exhibition was a central part of the National Lottery funded projects 'The Great British Art Debate' (GBAD), which aimed to promote and provoke discussion about Britain and art to diverse audiences.
During the campaign I was responsible for creating datacapture competitions with partners, coordinating media partnership activities with The Sunday Times, and for leading design and production of marketing materials for the sateliite GBAD / Watercolour activities at Latitude, Camp Bestival and Underage Festival throughout the summer period.
The show was exceptionally well received, contributing to nearly 20% of the 1,488,358 visitors to Tate Britain for the year.
Bringing the online conversations of the Great British Art Debate to life, Tate took Watercolour Workshops and a panel to Camp Bestival 2011.
Working closely with the marketing team at Camp Bestival, we promoted Tate's watercolour activities during the festival to their digital audiences in advance, and on the day via the live screens of the mainstage, reaching thousands of revellers.
To cut-through the buzz of other brand activations on-site I coordinated the design and production of bright, provocative statements on bumper stickers to spark the debate such as "Art is useless" or "Art is too popular" - spot them in the video!