Amsterdam-based creative agency KesselsKramer’s latest work for NEMO, the Netherland’s Science Museum in the centre of Amsterdam, is a campaign for their Technium exhibition. The campaign emphasises that technology has become so obvious that we (almost) don’t see it anymore. From our phones to our clothes, technology surrounds us. It has become such a natural part of our everyday lives that it’s almost become invisible. But where would we be without technology? NEMO Science Museum’s new campaign with KesselsKramer shows how technology is all around us, if we just look a little closer.
NEMO’s exhibition, Technium, completely takes over their second floor. The show delves into the man-made world, highlighting everything around us that is made by humans is technology, from the latest games, our clothes, bicycles, trains ,and streetcars. Visitors can unravel the technology around them and experience how we design, make, and use technology to change the world. NEMO emphasises that technology is everywhere and that we cannot live without it, however also emphasise that it is up to people how they use technology, for example for a healthier and more sustainable world.
KesselsKramer’s corresponding campaign for the exhibition shows three people in different everyday situations. All the technology around the person, from a game controller to a scooter, is manually painted the same colour so that they blend into the background. It is precisely by visually removing the technology, that you can suddenly see it.
Creative director Maartje Slijpen of KesselsKramer says: “When there’s a power cut, when your phone stops working or when the washing machine breaks down, it’s instantly clear: we depend on technology, every moment, every day. This is exactly what the new NEMO campaign demonstrates. It highlights how much we are surrounded by technology by simply removing it in a visually engaging way.”
The Technium exhibition is now on display at NEMO Science Museum.
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