Never a Reason Not to Go to the Museum

Museumkaart and KesselsKramer launch brand campaign for more than 500 museums

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The museum, for some a cultural necessity, for others a compulsory piece of homework. The general public's image of museums is in dire need of refreshment. The days when museums were stately places where you looked at a work of art in oppressive silence are far behind us. The new campaign for Museumkaart, developed by KesselsKramer, shows that you can go to the museum for coffee just as much as for an old master. Whether you want to do something, feel something, or just buy a gift, with the Museum Card you will never again have a reason not to go to the museum.  

For everyone

The Museum Card gives some 1.5 million cardholders year-round access to over 500 museums. Despite a record number of cardholders, there is still too large a group of people who think "a museum is not for me".

That's a shame, because museums are for everyone. The Netherlands has more than 500 museums full of diverse subjects and activities, from portrait drawing to bread baking - so there is always something for you, too. Martin de Rooij, Head of Marketing and Communications at the Museum Assocaition. 


More than art

The campaign showcases a colorful collection of figures, objects and situations. For example, a typical museum couple, a father who would rather be a child, and a giant potato pass in review, while all the reasons to go are listed at breakneck speed.The film was produced by HALAL, in collaboration with filmmaker and photographer Noël Loozen, whose down-to-earth, humorous style manages to put reality on a pedestal.

The campaign, consisting of TVC, OLV, (D)OOH, digital, social and radio is the beginning of a long-term collaboration between KesselsKramer and Museum Association.


About Museum Association

As a booster of, for and in the museum sector, the Museum Association works to realize a future-proof sector that everyone feels connected to. Because a strong museum sector connects society. The association provides a connection with the public, facilitates knowledge sharing between members and represents the interests of the museum sector to the government. Museumcard holders can enter over 500 museum locations in the Netherlands.


About KesselsKramer

KesselsKramer is an independent communications agency founded in 1996 and based in Amsterdam, The Hague, London and Los Angeles. The agency enjoys creating "advertising for people who don't like advertising" and does so for brands such as citizenM, ARTE, Hasbro Monopoly, and Dopper, among others. -



Client: Museumvereniging

Agency: KesselsKramer

Director & Photographer: Noël Loozen

Produced by: HALAL

D.O.P: Katja van den Broeke

Edit: Arthur Ivens

Sound Designer: Camiel Muiser

Music: Boeman

Media: Pink Marketing

Digital: Punktlich

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