The Museum Pass gives 1.4 million passholders in the Netherlands year-round access to more than 450 museums. However, still a large group of people don’t visit the museum that often. During Museum Week, we break the rules for a change. This week, museums in the Netherlands let go of the personified pass control, and grant everyone with a Museum Pass access, no matter if you look anything like the photo on it.
In the campaign we mix the headshots of Museum passholders with not-yet-passholders, and alternate the share- and borrow message. The headshot humans can be spotted all over the Netherlands in (D)OOH, print, digital, and on social.
Photographer: Eva Roefs
Camera: Karim Jobe
Title Animation: Jurriaan de Groot
Sound design: REC Sound