Tracey Emin’s best known work, My Bed (her 1998 monument to the heartache of a relationship breakdown)—went on display at Tate Britain for the first time in 15 years. The work, which Emin now describes as a portrait of a young woman, was bought last year by the German businessman and collector Count Christian Duerckheim, who loaned the artwork to the Tate for at least the next 10 years.


To support this exciting public debut, AKA developed our first digital campaign for Tate Britain—a campaign created to build awareness amongst a younger contemporary audience that may not regularly attend the gallery. Using a video featuring Tracey Emin, which you can see here, we’ve implemented Outbrain content sharing, a Bright Roll pre-roll video ad campaign (interestingly using bespoke Quantcast profiles for targeting), social media and the Google Display Network.