Life Between Islands

After winning the business in 2019 and a couple of cancelled campaigns later (cheers, Covid), this was the first campaign that we finally managed to get out the door for Tate.

Life Between Islands was a group show at Tate Britain showcasing 40 Caribbean-British artists working in various disciplines. Their brief to us was to take the exhibition outside of the gallery walls and attract an audience to Tate Britain that might never have considered the place somewhere for them.

Given the rich history of British-Caribbean culture all over London, this seemed like a great place to start.

We landed on the idea of highlighting places of significance for Caribbean-British culture around the city - telling stories of the places, exactly where they happened. At the clubs, the community centres, the record stores, the markets…

40 stories to mirror the 40 artists at the show.

All of the places featured in the campaign were selected by the members of the Caribbean-British community. Authenticity was absolutely key.

As a result of the non-traditional “ad” placements, we had to be a bit more inventive with what we considered “media” in these spaces. Paste ups, flyers, bookmarks, coffee cup holders, and floor vinyls were thrown into the mix along with the standard OOH placements. We also designed a fold out map to hand out detailing all of the locations and stories.

Community leaders and artists were asked to contribute - it was important to us that everyone had an equal voice. We were, however, lucky enough to have Sir Steve McQueen give us a really heartfelt contribution about the Macbeth Centre.