For the new exhibition Living Looonger at NEMO Science Museum’s De Studio, communications agency KesselsKramer have teamed up with illustrator Francesca Albergo to share some life-lengthening hacks with the world.
Be happy, make friends, flush the toilet with the lid down. If you do these simple things every day, you might get very healthy and old! To help you apply these hacks into your daily life, KesselsKramer asked Francesca to create a series of illustrations. The life hacks featured in the campaign are often simple and weird, but as they’re working with the Sciene Museum, they are all backed by scientific research in one way or another.
“If you go searching for things you can do to grow old 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 and provided the perfect starting point for some wacky but easy to follow illustrations”, says Maartje Slijpen, creative director at KesselsKramer.
She continues; “Once again, we found that the real world is often many times more surprising than what we come up with. Some life hacks are quite extreme and therefore impossible to photograph. By opting for illustration, we were able to showcase both the more common and the more experimental life-hacks equally.”
To exaggerate the seriousness of these life hacks, Francesca chose to work with instructional step-by-step illustrations. She found her inspiration in old instructional manuals: “I am honestly a bit obsessed with them and keep collecting illustrated manuals on topics like ‘how to groom a poodle’; ‘how to pantomime’; ‘how to dance tango’; etc. Even though I don’t really want to learn any of these.” Her idea was to convey the feeling that these illustrations came out of a weird instructional manual, just like the ones she collects.
The result is 25 illustrated life hacks, with Francesca’s personal favourite being, Castrate Yourself, “because it was the funniest to draw. It still makes me laugh every time I see the expression of the man in ‘step 2.”
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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