The agency was tasked with devising a year-long PR programme that changes perceptions of the art industry as elitist and inaccessible, to engage new audiences and bring great art to the masses.
The campaign launched this week with a creative activation Tin Man hopes will “mend the disconnect Brits have with art and the art world”.
Following research that reveals one in six Brits have never set foot inside an art gallery, the agency sent a troupe of human canvasses modelling famous artworks loose on the streets of London and outside art hotspots.
Going forwards, Tin Man will launch a new initiative supporting emerging artists and manage an “always on” press office, including an influencer outreach programme.
“Rise Art is a platform leading the art-tech revolution,” said Mandy Sharp, Tin Man’s founder. “It has an exceptional team of curators, so the quality of art available at all budgets means there is something everyone – from art novices to aficionados.”
Scott Phillips, co-founder of Rise Art, added: “We were looking for a series of brand moments that literally take our art beyond the walls of galleries, offline and directly to the people.
“We were immediately impressed with Tin Man’s strategy and creative thinking. They clearly understood our market, audiences and the media landscape – which is exactly what we need.”