Killer app: Impression produces world's biggest art exhibition

From 12-25 August, works from the likes of Turner, Lowry, Bacon and Freud were displayed outside of galleries in what has been described as the world's largest art show. An estimated 90% of the country will have seen the artworks in place of normal advertising.

What did the job entail?

The 57 artworks were reproduced as posters for 22,000 sites across the country. West Drayton and Gateshead-based Impression UK printed 1,500 four-sheet posters based on seven designs, 8,285 six-sheet posters based on 26 designs, 220 16-sheets and 166 48-sheets. It also produced 7,706 bus interiors based on 12 designs. "It was a mammoth print job. This was a major outdoor campaign, potentially the biggest of the decade," explained managing director at Impression Paul Carter.

How was the job produced?
The company used its KBA for the long-run 48 sheets, and its HP UV kit for the London Underground 16 and 48-sheets, which Carter reported were "printed on special performance paper".

What challenges were overcome?
Because the campaign relied on outdoor advertising businesses offering billboard space, the major challenge was quick turnarounds when extra panels were negotiated. "The pressure built when our client gave us the go-ahead to print additional roadside 48-sheet projects, when they managed to acquire extra discounted or free billboard displays," said Carter. "Impression was constantly discussing and negotiating, trying to maximize the client's budget to give them as much opportunity to acquire extra panels while ensuring that delivery was not compromised."

What was the feedback?
Mark Elwood, partner and creative director at 101 Creative Agency said: "Obviously working with artists is incredibly tricky; getting colour and resolution exactly right is a priority. Every artist or artist's estate will be looking at the work when it is reproduced onto the poster. Working with Impression we knew that we were in safe hands. They made the whole experience effortless − considering the size of the campaign, that's no mean feat."

Tweet