KesselsKramer | Never A Reason Not To Go To The Museum

Design agency KesselsKramer and director and photographer Noël Loozen have collaborated on the Museum Pass‘ latest brand campaign, woven around the idea of ‘all the museums for all the people’.

The Dutch Museum Card has rebranded itself with a message that can be summed up in one simple word “GO”(exclamation mark). The campaign expands on all the reasons to visit a museum with the aim of getting a bigger audience to the museum. For this reason, Museum Pass have collaborated with KesselsKramer to extend the invitation to all people, and a ginormous potato.

“When we were approached for the new positioning, we soon realized that the brand is actually not Museum Pass, but the museum. If we get people excited about museums, the Museum Pass will follow automatically,” says Brenda Waegemaekers, copywriter at KesselsKramer.

When thinking about a campaign to get all people to the museum, KesselsKramer were led to the realm of music. Barely anyone can say they don’t like music because, with the sheer variety, there’s a genre or artist for everyone. The same is the case for museums – There’s a museum for everyone. However, typically museums come with the perception that they are only for a niche group of art lovers. KesselsKramer’s campaign shakes up this perception by listing all of the reasons for a museum visit, tied to one super straightforward message: GO!. It doesn’t matter what you’re going to do at a museum, as long as you go. Go for a minute, go for the people (instead of the art), go for the big bathrooms, just go. This is the infinitude of the Museum Pass.

The campaign showcases a colourful collection of figures, objects, and situations. In the corresponding film we see a typical museum couple, a father who would rather be a child, and the giant potato pass by, while all the reasons to go are listed at breakneck speed. The images were created in collaboration with filmmaker and photographer Noël Loozen (HALAL), whose down-to-earth, ironic style puts reality on a pedestal.

Museumkaart | EN from KesselsKramer on Vimeo.

Noël states; “KesselsKramer gave me the complete freedom to transform the already written voice over script into a visual story. It was like coloring a beautiful coloring book. I then added cinematographer Katja van den Broeke to our team and we picked up some super 16 roles, on which she worked her magic. What a feast it was. It became a succession of visual stimuli that hopefully not only inspire the viewer, but also spurs them into action. Because: Go!”

GO! Get yourself to a museum.

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