To announce the Plastic Crush exhibition and to indicate in a direct but positive way that this exhibition revolves around the target group, the Tropenmuseum is launching the 'Wat draag jij met je mee?' -campaign.
The campaign image consists of three posters in which each poster shows a different person in their 'unique plastic outfit'. Three of the six themes from the collection have been elaborated herein. People are central to the image, accompanied by the appeal 'What do you carry with you?' In short, the campaign shows the relationship through a striking image with 'stopping power' based on three themes, plastic and identity.
In the exhibition they can also explore their identity within the context of the campaign. This makes a clear reference to portraits that often appear in the fashion industry, for example, to combine people and clothing into an identity.
Plastic is part of everyone's life. You are often not aware of your consumption, because a hobby actually contains a lot of plastic, or it is part of your shopping behavior. The campaign shows in a striking way what people carry with them in daily life, in order to make the target group aware of all the plastic around them.
This link between man and object is also in line with the mission and vision of the Tropenmuseum, which distinguishes itself as an ethnographic museum with objects and stories about people. The simplicity of highlighting one exhibition object per expression contributes to the recognizability of the plastic object. To underline the target group's relationship with plastic and to make them curious about the 'Plastic Crush' exhibition.