The Dutch Museum Association’s Museum Pass helps 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.
KesselsKramer was given the task of attracting a younger audience to visit the museum more often. Young people are into how they look – fashion, make-up and style are important. It’s also a time when young people experiment with all these. KesselsKramer realised that appearance could connect younger audiences to the Museum. So it teamed up with casting director and stylist, Ellie Uyttenbroek, known for her role in the photo series, Exactitudes, a documentation of the dress codes of various social groups. They looked for special similarities between artworks museum pieces and young people from her network. The combinations were visualised by photographer, Zarah Reijs, and cinematographer, Maxime Desmet.
From paintings and sculptures to architecture and botanical gardens, each artwork or museum environment forms a perfect combination with its visitors of all shapes and sizes. The campaign shows that not only is there a museum for everyone, the museum is there for everyone.
The new work follows Go!, KesselsKramer’s launch campaign for The Dutch Museum that 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.
Maartje Slijpen, creative director at KesselsKramer, stated, “Our goal was to find the strongest possible connection between artworks and people, therefore we decided to make the casting process the most important part of the production. With a spectacular result.”
Ellie Uyttenbroek added, “The artwork selected reflects the diversity of young people. It is important that the art speaks to people. Choosing photographer, Zahra Reijs, was a natural step. she has a strong connection to the people and places we want to capture.
Credits
Client: Museumkaart
Agency: KesselsKramer
Casting & Art Direction: Ellie Uyttenbroek
Photography: Zahra Reijs
DOP: Maxime Desmet
Editing: Will Judge
Music: Recsound
Grade: Captcha
Animation: Bas Mooij
Voiceover: Sarah Janneh
