The idea that creativity is what makes us human is the inspiration behind the latest campaign from adam&eveDDB for the Victoria and Albert Museum.

To promote the museum’s permanent collection, events and content online the museum has released a two-minute film delving into the depths of what the V&A has to offer to visitors.  

The film has been directed by Georgie Hudson through Park Pictures and tells the story of a mannequin brought to life, experiencing the art, design and performance the museum has to offer in its South Kensington home. The audience is taken on a journey through the museum as the film showcases the fashion, jewelry, photography, sculpture and art people can find at the V&A. 

Dancer and lead choreographer, Max Cookward stars as the mannequin, journeying through the galleries to a haunting soundtrack from artists including FredWave. Cookward meets other dancers along the way and gathers energy and momentum as they all move through the empty museum together. The film ends with the line: “Creativity – it’s what makes us human.”

“Our new campaign is a pure embodiment of the V&A's mission to champion design and creativity in all its forms, for everyone.” explained Sophie Rouse, Head of Integrated Marketing and Insights at the V&A, “This magical story is made up of a rich tapestry of creative expression - with original choreography, dance and music performance woven around the breadth of human creativity in the V&A's Collection from the Ardabil Carpet, to Michelangelo’s David and William Morris' wallpaper to contemporary works by Virgil Abloh, Christian Louboutin, Grayson Perry and Dilara Findikoglu.”

The campaign is set to run across various channels including social, YouTube, Broadcaster Video on Demand and cinema with a 90-second version of the film running in cinema and a 2 minute version on the V&A’s own channels. Campaign media is being handled by PHD.

“There are not many brands for whom it makes sense to create art rather than advertising.” added Mark Shanley, Creative Director, adam&eveDDB, “But we truly agree with the V&A’s central belief that creativity is what makes us human. So we haven’t created an ad for the V&A, instead we’ve partnered with artists to create a piece of art that celebrates creativity and humanity.”

Through music, dance, self-expression and art, the film embodies the spirit of the V&A and in breathing life into the museum's exhibits the campaign reinforces the idea that creativity brings art to life.