Stedelijk Museum • #PartOfMe • KAPOOOW


Stedelijk Museum

The Stedelijk Museum has been enriching people’s lives with modern and contemporary art and design since 1874.
That’s right, 1874. It has more than 90.000 prominent works of art. Ranging from Picasso to Warhol to Pollock. The internationally renowned museum has always been true to their DNA to look to the future and challenge the status quo. For example, the Stedelijk was the first western European museum for modern art to collect photography.

To attract more tourists, the museum asked KAPOOOW to create an advertising campaign. Their first one since the 70’s. Depending on their country of origin, people travelling in Amsterdam would see one of seven videos depicting a non-Dutch Amsterdammer. Someone who lives and works here but hails from elsewhere.

In the video, we get to know the non-Dutchie’s life and we get to know the Stedelijk through their eyes. These non-Dutchies speak their own language to the viewer in order to stand out from other advertising while they are travelling in Amsterdam. The video ends with the non-Dutchie asking the viewer to share their favorite piece of art by using #PartOfMe.

The video leads to the campaign-website were viewers can see the other six videos, buy tickets and see what people shared with #PartOfMe. The campaign also utilized Out-of-Home channels like Schiphol Airport and IAmsterdam, the tourist information office. Furthermore, online banners and print were applied as communication channels. In conclusion, the campaign interacts with the target audience at moments relevant to them. From their arrival at Schiphol Airport, to drinking a coffee in the city center to scrolling on their timeline just before going to bed in their AirBnB apartment.