:: THE NATIONAL GALLERY

As part of research for my new brief "Type Factory" and looking at contemporary practice, I found this advertising campaign by the National Gallery from a few years ago.
It's a wonderful idea!
It's designed to raise awareness of the collection that's at the museum. They're trying to target the younger audience by placing the campaign in public places.
It was on for 12 weeks and 44 replica paintings for the gallery were hung around London. Eac with a phone number to listen to a commentary about the painting, downloadable MP3s and written information. To start, you visit there map, or choose a tour, then off you go.
A very clever way to advertise and get everyone involved.