LIVEPOSTER™ and Tate Britain collaborated to create a campaign showcasing relevant artworks from the Tate Britain archive to promote the chronological rehang of its key artworks.
The LIVEPOSTER™ concept was to create thousands of unique poster executions, matching artwork with automatically generated copy to produce posters that were relevant to the moment, welcoming overseas visitors and commuters to London in real time. The posters were automatically triggered, using the LIVEPOSTER™ “Relevance Engine” according to data sources such as time of day, traffic flow, weather, phase of the moon and flight time arrivals.
The campaign ran automatically producing approximately 14,400 executions, from a pool of 10 million possible unique combinations triggered over the 2 week live period.
The Tate Britain campaign was created in collaboration with Posterscope and Ocean Outdoor.