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Fallon asks people to imagine an art gallery that allows them to create their own personalised collection of British art in this new campaign for Tate Britain. Posters suggest mini-tours to suit people's moods and interests, including the "I'm an Animal Freak Collection" and the "I've Just Split Up Collection", pulling out the relevant highlights from Tate Britain, which is home to the world's largest collection of British art with works dating from the 1500s to today. The campaign was developed by Fallon's strategic communications unit Happen and will including an online element, asking people to submit their own collections. The best of these will be used in other advertising for Tate.