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Art Fund: See More For Less
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MullenLowe Group UK launches Art Fund's latest cinema ad, Slideshow. Slideshow was specifically written for cinema, and was designed to use the sound, screen and space to remind people of the power and proximity of art. Not by filling every inch but by using tranquillity to cut through the common advertising noise. Slide apertures slowly and deliberately give a sensory 60 second tour through a cross section of museums, galleries and historic houses where the many benefits of a National Art Pass can be enjoyed. Diversity, inclusion and accessibility were integral to the success of this campaign. MullenLowe Group UK ensured the cast and scenes were always captured honestly and appropriately. For instance there is a scene where a blind visitor enjoys an audio installation which was cast with a regular attendee of the Tate’s visually impaired programme and filmed with the Tate’s accessibility officer on set to ensure accuracy. Slideshow is a love letter to galleries, and is about the real human experiences of being back in these spaces after months of lockdown, because truly nothing compares to seeing them in person.
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