National Gallery and Anything is Possible Unveil Immersive OOH Campaign

Jun. 09, 2025

The National Gallery has teamed up with Anything is Possible on a new high-impact out-of-home (OOH) activation in Tottenham Court Road to mark the reopening of the Gallery’s Sainsbury Wing with a complete rehang of the nation’s collection titled C C Land: The Wonder of Art.

This initiative aims to remind everyone - from seasoned art lovers to curious first-timers - that the National Gallery belongs to the nation and offers moments of wonder for all.

The campaign spotlights art’s capacity to surprise and inspire by reframing familiar works through unexpected details. It offers inclusive access so that everyone can explore over a thousand rehung masterpieces enhanced by new lighting, art guides, the completely rejuvenated Sainsbury Wing entrance, and an audio guide to take you on your personal journey through one of the world’s greatest collections of art under one roof.

Combined together, the campaign and display foster ownership and connection by inviting each visitor, whether a first-timer or seasoned aficionado, to claim their own moment of wonder.

Key campaign highlights:

• Befitting the rehang’s new presentation of the national collection, the campaign focuses on striking, close-up crops highlighting details from masterworks both familiar and overlooked: Monet’s brushstroke, Titian’s colour, Caravaggio’s drama - inviting passers-by to look again with new eyes and encourage them to literally and figuratively ‘see the bigger picture’.
• The bold activation in the heart of London’s shopping district aims to inspire visits to C C Land: The Wonder of Art and elevate awareness for the National Gallery brand: emphasising the Gallery’s role as custodians of a shared collection of paintings in the Western European tradition - “Your Paintings. Your National Gallery.”
• The year-long campaign will feature further high-impact OOH activity throughout 2025 and into next year.
• C C Land: The Wonder of Art features works by great artists including Cezanne, Artemisia Gentileschi, Degas, Leonardo, Monet, Raphael, Rembrandt, Renoir, Rubens, Titian, Turner, and many more.

Rachel Harpole, Senior Communications, the National Gallery said: 

“Our rehang ‘C C Land: The Wonder of Art’ is more than a chronological display. By curating thematic clusters and fresh juxtapositions, we’re inviting everyone everywhere to discover hidden stories and feel the magic of painting.”

Sam Fenton-Elstone, CEO at Anything is Possible said:

“By deploying bold OOH and complementing this central conversion piece with more outdoor coverage around the region, plus digital activations, radio and CTV, we’re driving the National Gallery’s growth goals while creating a sense of awe, highlighting art’s transformative power, and helping visitors to the Gallery discover a new way of looking. We’re delighted to play our part in amplifying the National Gallery’s mission to break barriers and showcase art’s ability to unite and inspire, whatever your background.”