National Portrait Gallery Campaign

Brief | To encourage pop-in visits to London’s National Portrait Gallery and challenge negative assumptions.
Solution | The campaign communicates what the National Portrait Gallery has to offer besides just great portraiture. Both the bar and cafe are open daily, visitors are encouraged to come in and share a great drink with some great Britons.

To have famous British faces appear on famous London transport links reinforces the British identity of the sitters in the gallery and highlights the proximity of the gallery to Londoners. The content on the tube is different than that on the bus as commuters have more time to read posters whilst waiting for a train, than on the side of a bus that would travel past quickly.

Once in the gallery the campaign is further featured on beer mats. The identity of the sitter is not revealed to entice the viewer to guess from the clues provided and to go and discover the portrait in full.