Despite a record number in Museum Pass holders, there is still a large group of people in the Netherlands that feels “the museum is not for me”. In reality, the museum is for everyone.
With over 500 museums connected to the Museum Pass – full of different topics and activities– there is something for everyone’s liking. To shake off the elitist image of museums once and for all, the Museum Pass doesn’t need to rebrand the card, but the museum. The only question is, how?
Instead of telling people what to see or how to look, we inspire them with all the reasons to go to the museum in the first place. From reasons they need to be reminded of, to reasons they had never linked to the museum yet. Whether you go to watch art or to watch people; for the coffee or for the shop; and because you want to feel something or do something: there’s always a museum for you. So, the message is simple: GO! (exclamation mark).
The campaign is a colourful collection of characters, objects, and situations. A typical museum couple, a dad who wishes to be a child, and a ginormous potato are to be admired as the reasons to go follow each other rapidly. The campaign consists of TVC, OLV, (D)OOH, digital, social and radio.
KesselsKramer invites you to
Have a similar project, problem or communication-need laying about? Would you like us to help? Or, simply like the look of our work and want to know more, get in contact below.