MUSEUMKAART X KESSELSKRAMER
Online and offline campaigns to attract new audiences to visit museumsTogether with the renowned creative agency KesselsKramer, the Dutch museum pass Museumkaart launched the GA (Go!) campaign to encourage a wider audience to visit museums across the Netherlands.
Museumkaart sought to update its visual archive with images that could be used across multiple years for campaigns, the website, newsletters and social media. The objective was to capture spontaneous and authentic moments, sometimes playful or even estranging, to reflect on how visitors actually experience art in museums. By doing so, museum visits would be presented as approachable and engaging, bringing the interaction with art closer to the public and challenging the idea of museums as distant and overly formal.
My role
︎Finding and capturing special moments, to bring the museum experience closer to potential visitors in a playful way︎Paying close attention to how people interact with artworks and with each other, in line with the ‘togetherness’ theme of the campaign
︎Working with assistants to ensure model releases (quitclaims) were signed so the images could be used in campaigns
Results
︎Images were succesfully featured in a nationwide billboard campaign in the Netherlands︎Photographs are being published across multiple Museumkaart platforms, creating a consistent visual language
︎Photographs are licensed for a multi-year use in campaigns and on the website, supporting long-term content needs
