The holidays are an important moment for the art & culture sector. During this period, the Tropenmuseum wanted to launch a brand campaign to entice their target groups to visit during the days when people gather.
The objective contained a conversion element, but focused specifically on a mix of raising awareness, creating a 'distinctive brand message' around a visit to the Tropenmuseum in general and 'highlighting' the following specific exhibitions:
- Sabi Suriname
- Cadeau Hoezo?
- Our Colonial Legacy
- Plastic Crush
KAPOOOW created a stop motion animation for Digital-Out-of-Home channels, which also lend themselves well to online channels through cut-up scenes. In the animation, the four exhibitions are shown as recognizable as possible and the hall of the museum is palpably present. The campaign image consists of an animated snow globe in which a new exhibition magically emerges by shaking hands.
The wintry visual language and stop motion lend themselves to a striking art direction. By means of physical miniature objects in it together with miniature 'cut-outs' of the photography of the various campaigns, the snow globe always shows an impression of one of the four exhibitions. Using this visual language, uniformity can be achieved in various campaign images. This creates a striking, distinctive image for this winter campaign.