Tate Britain : Create Your Own Collection

Call it tradition trumping technology. The 2006 Cannes Lions International Advertising Festival Outdoor Grand Prix winner is this Tate Britain poster work, from Fallon/London. Remarkably enough, it beat out Whybin/TBWA's Adidas "Be the Ball&quo

Published On
Jun 21, 2006

Editor's Pick

Call it tradition trumping technology. The 2006 Cannes Lions International Advertising Festival Outdoor Grand Prix winner is this Tate Britain poster work, from Fallon/London. Remarkably enough, it beat out Whybin/TBWA's Adidas "Be the Ball" stunt in New Zealand, which dazzled downtown Auckland last December (click here for that). The Tate work, which cleverly prescribes a detailed regimen of art viewing as the cure for what ails you, be it a breakup or a hangover, "really changes the way you can experience art," says Cannes jury president Fernando Vega Olmos, also president of Vega Olmos Ponce, Lowe's Argentine outpost. "It's a fantastic idea, helping you to connect art with your everyday life." He notes that some jurors feel "Be the Ball" is a "better idea because it allows you to have a brand experience," but Tate won out on the strength of the fact that it "goes beyond the layout and design characteristic of posters