MUSEUMWEEK

Problem
Every year, Dutch Museum Week celebrates the diversity of museums across the Netherlands and the national collection, while also highlighting the vital role museums play in connecting people and culture. After the successful campaigns of previous years, this year’s Museum Card campaign does not feature a specific activation. The challenge: how can we generate attention for Museum Week regardless?



Solution
With no activation to communicate, we seized the opportunity to celebrate museums’ social role in connecting people and culture by introducing a new call to action: “Go! But Go Together.” Giving the overused ‘togetherness’ a new visual meaning.

Creative
Through both video and photography for social, online, and out-of-home channels, we brought the theme to life with a bold, slightly surreal approach: taking “together” literally, by showing two people visiting museums while perched on each other’s shoulders. Quite the workout, since carrying another person requires considerable strength and stamina.