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Tate Britain is launching a major new advertising campaign to highlight the gallery's role as the home of British art from 1500 to the present day.

The campaign focuses on the rich variety and contrasting nature of the images within British art, both historic and contemporary. 
 
The outdoor advertising campaign, by Fallon, uses a new strapline for the gallery, ‘This is Britain’. The design features British art from 1500 to the present day, highlighting the BP British Art Displays at Tate Britain.

There are seven creative executions, each shows a classic historic masterpiece next to a famous modern or contemporary art work.

The activity broke on the week of 14th March with backlit sites at London rail stations and 48-sheet, 12-sheet and four-sheet ads in London. It will be followed by a digital presence. The campaign was written by Selena McKenzie and art directed by Toby Moore. The creative director was Mark Elwood.