The creative itself was developed in conjunction with the Gallery’s conservation department specifically for the site and shows a true-life account of a painting’s history and preservation. New artwork is posted each quarter and always reflects the messaging of the wider global brand campaign. The creative for the hoarding itself is printed onto vinyl, using HP large format printers.

The results of the campaign were fantastic. From HP’s global tracking study, the campaign was felt to be “the most memorable, most enjoyable, most interesting”. Over 3,000 HP prints have been sold, generating nearly $100,000 in revenue.