The British Art Show is one of the most significant art exhibitions produced in the UK as well as an ambitious collaborative project, representing the most advanced model of touring for the visual arts. Established in 1979, the exhibition tours to four cities across the UK every five years, encompassing a wide geographical spread and new locations at each manifestation. The exhibition is a landmark event for the visual arts, defining current tendencies and directions in contemporary art and introducing a new generation of artists to a wide public.
We were commissioned to deliver the marketing campaign for the Plymouth leg of the touring exhibition through the use of print, digital, animation, wayfinding and a public realm light installation. The campaign had to encourage as many people as possible to experience BAS9 in Plymouth, while reaching new and diverse audiences, in particular those not currently engaged with contemporary visual art.