Quick Answer
JACK ARTS collaborated with AKA to promote David Hockney’s first exhibition at the Serpentine through a simple yet powerful outdoor advertising campaign that encourages Londoners to put their phones down and appreciate the world around them.
Bringing David Hockney's Philosophy To The Streets
To celebrate David Hockney’s first exhibition at the Serpentine, JACK ARTS and creative agency AKA transformed outdoor advertising spaces across London into reminders to slow down and truly observe.
Rather than focusing on traditional exhibition promotion, the campaign draws directly from Hockney’s artistic philosophy and his fascination with the act of looking.
A Message Designed For Modern Life
The campaign's central message is refreshingly simple: put your phone down and look with both eyes.
Displayed in colorful handwritten typography inspired by Hockney’s playful visual style, the creative immediately stands out within the urban environment.
The message resonates particularly well in a time when screens compete constantly for attention.
Advertising That Encourages Observation
Unlike many outdoor campaigns that demand attention, this one invites people to redirect their attention elsewhere.
The billboards serve as prompts to engage with the city, nature and everyday moments that often go unnoticed.
In doing so, the campaign mirrors one of the key themes found throughout Hockney’s work: the idea that beauty exists all around us if we take the time to look.
A Perfect Match For Outdoor Advertising
The campaign demonstrates how outdoor media can do more than promote an event. It can reinforce the very message behind the experience being advertised.
By placing these reminders directly within public spaces, JACK ARTS and AKA transformed billboards into extensions of the exhibition itself.
The city becomes part of the gallery, encouraging people to experience their surroundings through a different lens.
Why This Campaign Works
- Connects directly to David Hockney’s artistic philosophy.
- Uses simple messaging with strong emotional relevance.
- Creates a natural interaction with public space.
- Transforms outdoor advertising into a cultural experience.
- Encourages reflection instead of interruption.
In an era dominated by digital distraction, this campaign proves that some of the most effective outdoor advertising messages are also the simplest. By inviting people to look up, the work celebrates both David Hockney’s legacy and the power of observation itself.
Frequently Asked Questions
The campaign was developed by JACK ARTS in collaboration with creative agency AKA.
It promotes David Hockney’s first exhibition at the Serpentine in London.
The campaign encourages people to put their phones down and look at the world around them.
Observation and seeing beauty in everyday life are central themes throughout Hockney’s work.
The creative uses public space to reinforce the exhibition’s core message, creating a meaningful connection between advertising and art.
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