MUSEUM PASS

PROBLEM
The Museum Pass aims to make museum visits accessible to everyone. With approximately 1.5 million cardholders and 9.5 million museum visits per year, things are on the right track. But most cardholders tend to be a bit older. How can we attract a younger audience to visit the museum more often?












SOLUTION
The previous "Go!" launch campaign aimed to break down barriers and showed that there is always a reason to visit a museum. This year’s "Go! As you are" positions the museum as a place for everyone, a sanctuary for all beliefs. And therefore also - and perhaps especially - a place for a young, very diverse generation.

CREATIVE
Film and photography focus on interesting encounters between the diversity of young people and different works of art and museum environments. From the paintings to the botanical gardens, from the sculptures to the architecture, they all form a perfect match with their visitors in all shapes and sizes.