Agencies: CBS Outdoor, Kinetic, Ogilvy Group UK
Client: Imperial War Museum
In what is believed to be a UK media first, CBS Outdoor, Kinetic, Ogilvy Group UK and Imperial War Museum London have joined forces to create a unique underground art exhibition using cross track advertising on the westbound central line platform at Liverpool Street Station.
Until 21 October, all available media space will be transformed into a temporary art gallery exhibiting highlights from the Museum’s forthcoming exhibition, ‘Weapons of Mass Communication: War Posters’.
Ogilvy has utilised the advertising opportunities provided by CBS Outdoor and planned through Kinetic to develop a creative design that will offer commuters and tourists to London the chance to view eye-catching, historical posters as though they’re in a gallery environment.
The design, which features a selection of the most striking and iconic posters from the Museum’s international collection, is part of a wider campaign to help attract visitors to Imperial War Museum London’s major exhibition, ‘Weapons of Mass Communication: War Posters’, which opens at the Museum on October 4.
Managing Director at CBS Outdoor, Tim Bleakley, said, “We’re really pleased to be able to offer commuters an initial insight into the history of the poster before viewing the whole collection at the Imperial War Museum.
“The exhibition highlights just how effective outdoor advertising can be in its ability to captivate and connect with audiences.”
Chairman and CEO of Ogilvy Group UK, Gary Leih, added: “What’s great about this campaign is that, as well as being a media first, it’s also a fantastic example of the kind of innovative, high-impact communication can only be created at an integrated agency like Ogilvy.
“Everyone involved worked in a ‘non-siloed’ way, thinking outside their own boxes and comfort zones and the results speak for themselves.”
‘Weapons of Mass Communication: War Posters’ at Imperial War Museum London will feature hundreds of iconic posters from the Museum’s international collection, from the First World War to the present day.
Including many posters on public display for the first time, the exhibition will explore the influence of advertising and publicity on government propaganda and policy.
It will also chart the poster’s evolution as a tool of protest and counter-culture, incorporating powerful anti-Vietnam War designs of the 1960s and 1970s and more recent material from the Iraq War demonstrations.