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Mother has launched a nationwide press, poster and ambient campaign

for the online art gallery britart.com.

The campaign aims to promote the britart brand while using humour to

break down the barriers and pretensions often associated with the

British art establishment.

The campaign is looking to simplify the process of buying art by making

it straightforward, while removing the stigma that can be attached to

buying from art galleries. Prices for the online work will range from

pounds 100 to pounds 20,000.

The campaign includes tongue-in-cheek illustrations of pavement,

concrete and sand. It will also feature ambient work including art

pencils, stickers, TV paintings and private view glasses.

Richard Murphy, the marketing director of britart, said: ’We’re

targeting people who would love to have quality, original contemporary

art on their walls but just don’t know where to start.’

Stef Calcraft, a founder of Mother, said: ’What we wanted to do was to

establish a sense that art really is for everyone. At the same time, we

felt that it was crucial not to dumb down either the art or the

artists.’

Murphy added: ’We have a team of artists and curators who go and get the

best new and emerging art around ... judged on whether they’ve got

talent, not because of who they know that’s given them a couple of

swanky shows.’

The ads were written and directed by Mother. Media planning and buying

is through Red Media.