The V&A and Adam & Eve/DDB created some touchingly personal print ads as part of a highly targeted campaign "If you're into it, it's in the V&A".
The museum's brief was for the creative shop to showcase the breadth of its offering, 2.8 million exhibits to be exact, so Adam & Eve/DDB decided to tap into people’s niche interests, hobbies and memories.
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"If you're into it, it's in the V&A" included some fun stunts, posters and a series of detailed press ads. The latter were particularly striking, with long-form copy telling the stories of individuals and how certain objects at the museum may relate to these memories.
“Two boys struggling with a fish candlestick” immersed the reader in the world of fishing as a child and how this pastime can be carried with them into adulthood. The copy in the Manchester United ad “Manchester United wallpaper” conjured up memories of Old Trafford and the familiar noise rippling through the stadium. “‘Ragga, bogle left’ by Jennie Baptiste” tapped into wild memories of raves on the heath contrasting with the more peaceful older years.
The page composition is simple and effective while a splash of colour complements the copy and photography nicely. The amount of care that has gone into writing the passages was evident and they tie the exhibit into the tale with ease.
Not only were the ads thoughtfully written, but they also appeared in publications specific to the interests it delves into. For example, "Two boys struggling with a fish candlestick" ran in an angling magazine, highlighting yet more intricacy in the work.
This campaign was a charming way to showcase the museum’s objects. Each press ad neatly packaged up a burst of nostalgia, illustrating the brand and agency's efforts to connect with the reader.
Agency Adam & Eve/DDB
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