London museum The National Gallery has unveiled a new out-of-home activation to celebrate the reopening of its Sainsbury Wing and the rehanging of its C C Land: The Wonder of Art exhibit.
Devised by Anything is Possible, the activation on Tottenham Court Road aims to remind the public that the National Gallery “belongs” to the nation. It features the tagline “Your Paintings. Your National Gallery.”
It showcases arts’ ability to delight and “inspire” by reimagining familiar works using unexpected details. It highlights Monet’s brushstroke, Titian’s use of colour and Caravaggio’s drama.
Rachel Harpole, senior communications at The National Gallery said: “Our rehang ‘C C Land: The Wonder of Art’ is more than a chronological display. By curating thematic clusters and fresh juxtapositions, we’re inviting everyone everywhere to discover hidden stories and feel the magic of painting.”
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The campaign will run for a year and feature further out-of-home activity throughout 2025 and 2026.
The exhibit features works by Cezanne, Artemisia Gentileschi, Degas, Leonardo Da Vinci, Monet, Raphael, Rembrandt, Renoir, Rubens, Titian, Turner and more.
Sam Fenton-Elstone, CEO at Anything is Possible added: “By deploying bold OOH and complementing this central conversion piece with more outdoor coverage around the region, plus digital activations, radio and CTV, we’re driving the National Gallery’s growth goals while creating a sense of awe, highlighting art’s transformative power, and helping visitors to the Gallery discover a new way of looking.
“We’re delighted to play our part in amplifying the National Gallery’s mission to break barriers and showcase art’s ability to unite and inspire, whatever your background.”
