If you're into it, it's in the V&A 👟🏺🪴🦜⏱️🎮
In our new hyper-targeted campaign for the Victoria and Albert Museum, we tapped into the niche interests of the nation, to showcase the incredible breadth of the V&A’s permanent collection.
With over 2.8 million objects, spanning every creative discipline, there truly is something for everyone in the V&A. Despite this, through our research, we found that whilst most people have heard of the V&A, much fewer were familiar with just how much it has to offer.
So, we created a campaign targeting enthusiasts across all disciplines, to truly demonstrate that whatever you're into, you'll find it in the V&A.
From punks to potters to Philatelists and sneakerheads, we worked with dozens of skilled creators to produce a wide range of unique objects designed to appeal to specific interest groups. We'll be placing selected objects in unknown locations across the UK, ready for relevant enthusiasts to find out in the wild, with QR codes linking directly to the relevant item in the V&A's collection.
The stunts are accompanied by robust social media activity including bespoke Instagram films in collaboration with niche craftspeople, plus TikTok films featuring punks and battle re-enactment groups.
The hyper-targeted campaign is supported by activity across OOH, digital, and press showcasing 70 objects representing popular passions such as football, music, and fashion. Every object featured in these campaign executions links back to real objects in the V&A collection, showing that the V&A has every possible interest covered.
Thank you to our brilliant clients at the V&A for collaborating with us on this exciting project! Sophie Rouse, Evonne Mackenzie, Francesca Robinson, Laura Curtis, Christopher Price, Laura McKechan, Shannon Nash, Ruwaida K., Lisa Bull, Shruti Chhabra, Sophie Brendel, Philippa Simpson.
Ad of the Day in Campaign UK! Read more here 👉
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