This year, the Dutch National Museum Pass is launching a new call to action, Go! But Go Together. The campaign encourages visitors to share the experience of a museum visit with someone else. But the idea of “together” has been used endlessly in recent years. So how do you make it feel fresh, striking, and original again?

KesselsKramer, Museum Pass’s long-time creative partner, has presented it with an eye-catching, and slightly surreal idea:

Rens de Jonge, partner and creative director at KesselsKramer, stated, “Our goal was to shine a spotlight on our rich selection of museums and national collections, and to make the idea of going together feel both original and irresistible. We wanted to show a museum visit in a way you’ve never seen before. From a production standpoint, it was quite a challenge, because it takes real strength and stamina to carry another person on your shoulders. The pairs were carefully matched with the help of director, Suzanne Koopstra, and photographer, Erik Smits.”

Martin de Rooij, head of marketing & communications at Museumkaart, added, “Research shows that more than 80% of museum visitors want to go together. Among young adults, that number is even higher. After all, museums are made to be shared. By positioning Museum Week as the ultimate shared experience, we aim to respond to this need and make a small contribution to social connection in our society.”

The new campaign builds on a series of initiatives launched since 2023 to make museums more accessible and appealing to a wide and diverse audience. The Museumkaart and KesselsKramer teams have seen steady growth in visitor numbers, especially among younger audiences aged 25 to 45.