See our ‘Art of Outdoor’ award winning entry LIVE on Ocean’s Two Towers over the next 2 weeks:
The campaign uses a series of data triggers combined with our “Relevance Engine” (a proprietary matching algorithm) to automatically produce unique posters that are relevant to the audience at that specific moment.
The idea was to showcase in a fun and unusual way the substantial archive of Tate Britian’s artwork, stretching back 500 years, and help local and visitors reengage with Tate Britain. The campaign runs automatically with no input needed to create the posters.
The campaign won first place prize at Oceans DOOH award, for technical innovation. http://www.oceanoutdoor.com/digital-competition/2013-winners/
These are are used in combination to generate and pair the copy with an appropriate image from Tate’s database. This matching gives us a approx. 10 million unique posters that could be used over the life of the campaign.
Traffic Speed – Under 30mph triggers longer copy, over 30 MPH triggers short copy
Flight Data – Timed on planes landing at Heathrow to show a language appropriate poster
Time of Day
Day of the Week
Presence of the Full Moon ( a fun one to trigger images related to the moon)
Am and PM peak commuters
Tate Artwork – we sample the average colour of the artwork, this then generates the background colour of the Copy poster and the copy is set in a complementary colour to this.
Art Direction, design & concept – Martin McCully & Dan Douglas – Liveposter
Copywriters – Jesse Ringham – Tate, Christina Edwards & Emma Lamden – Liveposter
Development – Liveposter – head up by Steve Pavett
Campaign manager – David Kelshaw – Liveposter