National Gallery
Building audiences through branding and marketing major exhibitions.
Aiming to open people’s eyes to art they may have thought was not for them.
The challenge
Leonardo da Vinci: Painter at the Court of Milan was the most eagerly awaited London exhibition in living memory — the most complete display of Leonardo’s surviving paintings ever held, with nine of the sixteen on show. We were briefed to brand and promote it, with a particular focus on under-25s.
Our approach
Storytelling. A suite of digital tools, each aimed at a specific age range, encouraged people to explore the life and work of this fascinating polymath, alongside a high-profile advertising and promotional campaign.
What changed
Advance tickets sold out in record time. Visitors in the target age range exceeded target by 30%, and the opening night was broadcast to 40 full-house cinemas. We have supported the National Gallery with many other exhibitions.