Sumo creates National Gallery digital campaign

Newcastle-based consultancy Sumo has created a campaign for the National Gallery in London that uses animated advertisements on the Tube and mainline stations to promote its permanent collection.

The campaign, which launches today and features works by Monet, Seurat, Van Gogh and Rembrandt, marks the first time the gallery has used this medium.

Sumo was appointed to the task of highlighting the iconic works in the gallery’s collection following a three-way paid pitch in June.

The campaign features the strapline ‘Find yourself’, and also mirrors the zoom function on the National Gallery’s website, allowing visitors to examine each masterpiece in detail.

Jim Richardson, managing director of Sumo, says, ‘Working with the gallery as it takes its first steps into digital advertising has been an exciting partnership.’

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