Despite a record number of Museum Pass holders in the Netherlands, there is still a large group of people who feel "the museum is not for me". With more than 500 museums connected to the Museum Pass - full of different themes and activities - there is a museum for everyone. To shake off the elitist image of museums once and for all, we had to rebrand the museum, not the pass.
Our campaign gives people all the reasons to go to a museum. Whether you go for the art or the people, the coffee or the postcards, one thing or everything, just GO (exclamation mark).
Director & photographer: Noël Loozen
Produced by: HALAL