We reimagined how V&A feels for a younger generation

A highly targeted campaign, championing the V&A's extensive collection, illustrating there's something in the museum for everyone​ 

The V&A is the largest museum of applied arts in the world, based in London. There are 2.8m items in its collection, from ancient history to present day, from all over the world. It’s an institution. But lately, it’s been losing relevance. People struggle to see what the museum has for them, specifically young people who know of the V&A, but they're not familiar with it. We needed to familiarise 18-35-year-olds with the museum and its values.​

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With familiarity of the V&A amongst 18-34 year olds very low at 19%, people were less likely to visit the V&A. Qualitative research with this demographic revealed they simply didn’t think of the museum as having anything relevant for them. ​

But, once we’d spoken to them at length about all the objects the museum contained, they conceded there was in fact loads for them to see at the V&A. Our campaign therefore had to familiarise this audience with the museum and match the public to the most relevant object for them in the V&A’s collection.

From this insight our campaign idea was born: ‘If you’re into it, it’s in the V&A’. ​

‘If you’re into it, it’s in the V&A’ was a highly targeted campaign that heroed the breadth of the museum’s collection. It’s based on the truth that – no matter what you’re interested in – you’re bound to find something for you in the V&A because it houses over 2.8m objects. ​

To bring this idea to life, we first showcased over 70 different objects from the collection across out of home, press, digital and social media. Each execution was contextual, with relevant objects appearing in the spaces and places where people go to fuel their passions. From book-binding to gaming to metal-detecting, we produced a series of innovative and world-first stunts and hid them across the nation for enthusiasts to stumble across and enjoy.