MullenLowe Group’s Cinematic Slideshow Reignites Awareness of the National Art Pass

MullenLowe Group UK launches Art Fund’s latest cinema ad, Slideshow. 

Slideshow was specifically written for cinema, and was designed to use the sound, screen and space to remind people of the power and proximity of art. Not by filling every inch but by using tranquillity to cut through the common advertising noise. Slide apertures slowly and deliberately give a sensory 60 second tour through a cross section of museums, galleries and historic houses where the many benefits of a National Art Pass can be enjoyed.

Diversity, inclusion and accessibility were integral to the success of this campaign. MullenLowe Group UK ensured the cast and scenes were always captured honestly and appropriately. For instance there is a scene where a blind visitor enjoys an audio installation which was cast with a regular attendee of the Tate’s visually impaired programme and filmed with the Tate’s accessibility officer on set to ensure accuracy.

Slideshow is a love letter to galleries, and is about the real human experiences of being back in these spaces after months of lockdown, because truly nothing compares to seeing them in person.

MullenLowe led the creative, while Mediahub headed both the media planning and buying. 

Carolyn Young, director of marketing at Art Fund said: “Mullen Lowe have captured the enriching, unexpected and moving experiences museums and galleries offer through a dramatic, cinematic lens. We’re delighted to share Slideshow as a celebration of museums. The Covid-19 crisis has meant that museums across the country continue to navigate new and pressing challenges to care for their collections, support staff and connect with communities and people. We hope Slideshow inspires people to return to visiting - enjoying and supporting these vital places across the UK with the National Art Pass.”

Bronwyn Sweeney, creative director at MullenLowe said: “My creative partner, Loren Cook, and I asked ourselves what we would want to sit back and watch in the cinema. There’s already a captive audience, a massive screen and better sound quality than many of us have at home, so we wanted to bring art to the big screen in the most epic way possible. The whole ad itself behaves like a teaser trailer which we hope will entice our film-fans to go experience art galleries and museums in the real world too.”