A refreshingly different, refreshingly human campaign for a museum by KesselsKramer. Yes, a museum. The agency realised that the general public’s image of museums is in dire need of refreshment. The idea of a museum needed to move away from being a cultural necessity for the few or a compulsory piece of homework for another few.

The new campaign, that promotes the Museum Association Netherlands’ Museumkaart (Museum Card), shows that you can go to the museum for coffee just as much as for an old master. In fact, the campaign states, you will never again have a reason not to go to the museum.

The campaign film was produced by HALAL, in collaboration with filmmaker and photographer Noël Loozen, whose down-to-earth, humorous style propels viewers into an unexpected view of museums.

The Museum Card gives some 1.5 million cardholders year-round access to over 500 museums. Despite a record number of cardholders, there is still too large a group of people who think “a museum is not for me”.

“That’s a shame, because museums are for everyone. The Netherlands has more than 500 museums full of diverse subjects and activities, from portrait drawing to bread baking – so there is always something for you, too,” stated Martin de Rooij, head of marketing and communications at the Museum Association.

The full campaign, consisting of TVC, OLV, (D)OOH, digital, social and radio, is the beginning of a long-term collaboration between KesselsKramer and Museum Association.

Credits
Client: Museumvereniging
Agency: KesselsKramer

Director & Photographer: Noël Loozen
Produced by: HALAL
DOP: Katja van den Broeke
Editor: Arthur Ivens
Sound Designer: Camiel Muiser
Music: Boeman
Media: Pink Marketing
Digital: Punktlich