In a campaign by Amsterdam-based design and communications agency KesselsKramer for Living Looonger, the new exhibition at De Studio, NEMO Science Museum share some ‘life hacks’ you can try to extend your life.
The “life hacks” form one part of the exhibition that deals with getting older, staying young, and being mortal. They show what people themselves can do to grow old healthily. “If you go searching for things you can do to grow old long and healthy, you come across an endless list of strategies you can try. Some more outlandish than others. The absurdity of that thought is central to this campaign.” says Maartje Slijpen, creative director at KesselsKramer.
To emphasise this absurdity in form, KesselsKramer have collaborated with artist Lisa Schamlé. With a background in performance, Lisa creates mostly autonomous work and specialises in over-the-top, intense photography, which can portray exactly the feeling of the campaign: that the models will go very far to live longer. For the remaining 25 life hacks, Italian illustrator Francesca Albergo created the instructional illustrations in her signature style, showing step-by-step how to apply the life hacks to your life.
NEMO Living Longer – Be Happy EN from KesselsKramer on Vimeo.
The life hacks are shared in a poster campaign, online shorts, a radio commercial, and illustrations. “The life hacks in the exhibition are based on scientific research,” explains NEMO’s Claire van Haren. “But some life hacks are better researched than others, and some life hacks are meant more as a joke. The life hacks are mainly there to make you think about what you might want or be able to do to live a longer healthy life.”
The exhibition, Living Looonger, shows the possibilities and consequences of a longer life. Human life expectancy has doubled in the past 150 years, and Living Looonger highlights a number of important questions surrounding ageing. In the exhibition, visitors can research their biological age, experience hands-on which body parts can be replaced, think about the consequences for our society, and reflect on our mortality.
Living Looonger is open from January 19, 2024 through January 5, 2025 in The Studio of NEMO Science Museum, on the adjacent Marineterrein in Amsterdam.
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