Poetry, wrote Samuel Taylor Coleridge, is the best words in the best order. The new poster campaign for Tate Britain doesn’t employ a single picture or piece of art – it communicates purely through the power of words alone. It's very fresh and very original – the posters imagine brand new collections based on selected (and otherwise unrelated) pieces from the museum’s permanent collection. For example, one is titled “The I HAVE A BIG MEETING Collection” and reads like a self-help guide for business meetings. It says:
‘Meetings, meetings, meetings… all of them important, all of them
crucial. How crazy is today’s world? Anyway, if you need a hand with a
meeting, this Tate Britain Collection is designed to help you look good
and ooze confidence. Lesson one: Important matters should be treated as
small matters. In Room 6, Harvest Home by John Linnell should
help you achieve this state of mind. You can almost breathe the fresh
air from a stunning golden afternoon. Fill your lungs with its
greatness, and always remember to make yourself bigger before entering a
room. Now it’s time to take a look at a champion. Teucer by Sir
Hamo Thornycroft, near the Millbank entrance, portrays one of the heroes
of Homer’s Trojan War. This monumental bronze archer teaches us to
never lose focus on what we’re aiming for. Now we need to work on your
look. Eyes are the most powerful weapons in meetings. Stare at the
portrait of Queen Elizabeth I in Room 2. Study her eyes and her
pose because she’s the model to follow. Don’t even dare to leave the
room until you’ve nailed that look. Finally spend some time in front of The
Battle of Camperdown by Philip De Loutherbourg. This breathtaking
sea battle dominates Room 9 completely. Meetings are often a lot like
this, but take heart from the fact that this painting still depicts the
precise moment of victory. So off you pop bravery’s the name of the
game, and remember, for maximum effect, we suggest you experience this
Collection twenty-four hours prior to your meeting.’
Other posters in the campaign include: “The I HAVE A HANGOVER
Collection”, “The I’VE JUST SPLIT UP Collection”, “The IHAVEN'T BEEN HERE FOR AGES Collection”. Each poster takes us on a
themed journey describing the artworks in a very new and engaging way.
They capture the imagination of those that read them - even those that
might not usually consider themselves museum go-ers... and that's no
mean feat.
Read and re-read by Justin Morgan