The V&A has teamed up with outdoor adverting agency CBS Outdoor to run a campaign across its XTP network of digital projector screens on the London Underground.
As part of the digital exhibition, the V&A is running a competition inviting designers to recreate the exhibition’s brand identity, original produced by digital artist Karsten Schmidt. The winning design will then feature in the museum’s digital gallery and appear in the ads.
The exhibition launches on 8 December and runs until 11 April 2010.
The 20-second video ad will run on CBS Outdoor’s digital screens in two-week bursts from 30 November until the exhibition ends.
Cathy Flanagan, marketing manager at the V&A, says: “The very nature of the exhibition called for an innovative platform for the marketing campaign. This is a unique opportunity for the public to access the tools to play around with the visual identity for the exhibition and see their own artwork on the London Underground.”