The V&A has launched a campaign to spotlight the breadth of its wide-ranging and eclectic collections, based around the slogan: “If you’re into it, it’s in the V&A”.
Created by adam&eve DDB, the campaign enlists creators to tap into people’s niche passions, whether it’s pottery or punk, stamps or streetwear, or football, by producing a unique range of objects, all dotted around the UK and designed to appeal to specific interest groups.
Each of the objects features a QR code that links directly to relevant items in the V&A’s collection, helping people to become more aware of the iconic collection, which many young people in particular say they don’t know much about.
The move sees a century-old silver tankard engraved with a unique message and buried in a popular Oxfordshire metal-detecting location. It will also include an online stunt in the popular game Grand Theft Auto Online in which TikTok influencer Shlottie’s avatar will have the campaign message displayed, a bespoke knit by artist Onyinye Achusiogo to be worn at The Stitch Festival.
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In addition, there will be TikTok films including from punks and battle reenactment groups, as well as niche Instagram films from @Wainwrightbookbinding and @Me.Old.China and more.
The hyper-targeted activity is also accompanied by a push across OOH, press, digital and social media, with programmatic display ads and print adverts in specialist publications.
“As a family of museums dedicated to the power of creativity, our mission is to champion design and creativity in all its forms for everyone. Our new campaign gives space for people to enjoy all the incredible things they are into, with us,” said V&A head of integrated marketing and insight Sophie Rouse.
“We’re not here to dine what creativity is, we’re here to help give people the space to define it themselves and find joy in doing so. From hyper niche creative activations to high impact posters, the inclusiveness and versatility of the campaign enables us to tap into trends in a highly targeted way. Proving that the V&A really does have something for everyone.”
Adam&eveDDB creative director Mark Shanley added: “Getting to make creative things for a living is a gift. To make them for the home of creativity is a unique privilege. This campaign positions the V&A as having something in its collection for you no matter what you’re into.”
“What are you into? Football? Fashion? Flappy Bird? Yes they’re all in the V&A. Jewellery. Yep. Star Wars? Loads of it. The world’s oldest, most beautiful and historically important carpet. Yes, they have that too. And 2.8 million other things.”
