National Portrait Gallery, Photographic Portrait Prize 2016 Campaign

National Portrait Gallery, Photographic Portrait Prize 2016 Campaign

Nine years after the launch of this annual showcase of portrait photography, the campaign for the Taylor Wessing Photographic Portrait Prize has received a subtle make-over. The single hero shot approach of yesteryear has been replaced with a selection of five striking images from the shortlisted photographs featured in the exhibition.

Multiple images are combined to form 12- and 48-sheet posters. The resulting ‘fly-posted’ effect chimes with the younger audiences the award is trying to attract without jeopardising the legal integrity of one of London’s leading art institutions.

The 2016 campaign comprised billboards, Underground posters, magazine advertising, promotional and press materials.

Client information

National Portrait Gallery

The NPG, as it is known, is London’s storehouse of historical portraits of the great, good and notorious men and women of Britain, located next to the National Gallery in Trafalgar Square. It holds the most extensive collection of portraits in the world. In recent years, the gallery has increasingly become interested in portrait photography.