CONCEPT + COPY + ART DIRECTION 
 
︎ Honorable Mention

Jonge Honde Brief

Museumkaart - Curate Change


This campaign challenges the youth to take charge; to change the narrative and be part of something revolutionary. So that museums truly reflects the voices and perspectives of our future leaders.








Client: Museumkaart is a personal card that grants free entry to approximately 400 museums in the Netherlands for one year.


Brief: Create a concept which brings attention to Museumkaart, challenges the stigma around museums, and increases interest in museums amongst a younger and diverse audience (16-25 y/o).


Insight: Curators, typically from an older demographic, predominantly shape the exhibitions in most museums. As a result, these displays may not captivate the interest of younger audiences, as they tend to reflect the preferences and perspectives of the older curators.




 




Idea

The youth will compete for the chance to become a curator for five of the Netherlands most popular museums. An activistic and relatable influencer such as Mandy Woelkens will be the ambassador of the campaign, host the events and will interview the parties involved.











Power to the Youth:

#CurateChange will come to life with a series of reels.

Expect ’snappy' content, hosted by a well known Dutch activist, in which the following themes are discussed.

- Dutch youth culture and the zeitgeist;
- The power of museums and curators.
- Curators in action - how it’s done.


The winner of this campaign will not only enjoy the responsibility of curating their expo, but also break the barrier to allow the new generation to follow in their footsteps.

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