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National Gallery


Print Display

When the adventurous Monochrome exhibition was launched at the National Gallery, Impact was brought in to produce a suitably dramatic promotional trailer.

The National Gallery approached Impact about print distribution and a promotional videos for its new exhibition Monochrome, which placed old masters alongside pieces from some of the most interesting contemporary artists working today.

We started with print, blending a mixture of Network runs and hand-to-hand distribution at various locations across London, targeting contemporary culture lovers and experience-seekers. The National Gallery produced its own branded jellybeans to add an extra dimension to the handout shifts. The Gallery also used our Hotel Ambassador service to reach tourists at a carefully selected hotels.

This campaign distributed 25,150 flyers, 500 posters and more than 4500 packs of jellybeans to culturally engaged audiences across London.

In addition, we not only produced the promotional videos for the exhibition, but also trained and worked with the Gallery’s team of Young Producers. This included an introduction to thinking about effective content for online audiences, and a hands-on session for the YPs to have a go at ushering and interviewing the audience.

Following this, we had the pleasure of filming one of the major exhibition pieces by Olafur Eliasson, Room for one colour. The YPs were also involved throughout the editing process, ging us ideas on music and feedback on draft versions.

Two edits of the video were created: a square-format version for social media, and a full widescreen edit for the website and YouTube. The video was well-received across all platforms, amassing 50,000 views on Facebook alone, and helped to attract new audiences to the National Gallery for a highly successful exhibition.