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UK Hockney Exhibition: Digital OOH Using iPad Paintings for Launch Announcement
The Tate Britain National Gallery in London, UK, is currently hosting the largest retrospective to date of British contemporary art master David Hockney (until May 29).
Hockney, who turns 80 this July, is one of the defining figures of 20th-century modern art. He has enthusiastically embraced new techniques like photography and photocopiers, and since 2010 has been creating digital works using an iPad.
PosterScope and Ocean Outdoor launched a campaign to announce the exhibition, creating an animated clip showing the process of Hockney's work being completed on an iPad. This clip was displayed on OOH screens in seven UK cities, marking the first such initiative for digital OOH.
The work featured on OOH was Hockney's 2010 iPad painting of his Los Angeles garden, titled "Untitled, No. 382."
Over the seven days starting February 9, the opening day of the exhibition, 20 million people witnessed Hockney's brushstrokes creating his unique painting style on giant OOH screens in cities including London, Manchester, and Birmingham.
Hockney's iPad painting brushstrokes unfolded on digital OOH screens
Hockney said, "It's a very exciting moment to see my garden painting on the largest canvas in Europe for the first time. While painting this work, I thought it would look even more spectacular on a larger screen. I am delighted that people across the UK will be able to see this painting live on OOH as it is completed, and I hope this will encourage them to visit Tate Britain to see the exhibition."
Glenn Wilson, President of PosterScope UK, said, "Tate Britain, known as an organization that embodies creativity and innovation, was looking for a unique way to introduce Hockney's amazing digital work at the opening of the Hockney exhibition. This campaign delivers a huge impact in real time through digital OOH distribution. We are very excited to have contributed to this project."
Alex Farquhar, Director of Tate Britain, said, "We are delighted to be able to share Mr. Hockney's wonderful art with people in the UK in such an impactful and innovative way. Watching the painting come to life on a massive OOH screen is a wonderful experience that amplifies the nuances of Hockney's creative process. We hope people will be inspired by this experiment to try new painting techniques and visit Tate Britain to see the Hockney retrospective."
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