GALLERY by AMV BBDO London for V&A Museum Of Childhood

GALLERY

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Industry Museums & Libraries
Media Design & Branding
Market United Kingdom
Agency AMV BBDO London
Executive Creative Director Paul Brazier
Art Director Thiago De Moraes
Illustrator Tummie, Loulou, Lesley Barnes, Till Haffenbrack, Buro Destruct
Released December 2012

Credits & Description

Advertiser: MUSEUM OF CHILDHOOD
Agency: ABBOTT MEAD VICKERS BBDO
Category: Print and Poster Ads
Writer: Mark Fairbanks (AMVBBDO)
Illustrator: Lesley Barnes
Illustrator: Loulou & Tummie
Art Director: Thiago De Moraes (AMVBBDO)
Illustrator: Till Haffenbrack
Art Producer: Kirstie Johnstone (AMVBBDO)
Illustrator: Buro Destruct
Executive Creative Director: Paul Brazier (AMVBBDO)

Client Brief Or Objective
The Museum of Childhood is a museum that falls foul of a lot of preconceptions. Mostly people think of it as a repository for old toys. Whilst it does have these, it is so much more. It lets people properly understand what it is to be a child – explaining things we never fully challenge or realise. By understanding what childhood really means we hoped to get the curious on onside as much as the nostalgic.

Outcome
The posters ran across London but concentrated in and around the area of the museum itself. There is a huge population of people around there that haven’t been tempted into the museum because of misconceptions about its purpose. We are changing that. Post campaign, the museum has seen a double-digit percentage increase in traffic. Plus the prestigious V&A museum is now selling the posters, which can only help spread the word.

Brief Explanation
The client is a charity and has very little funds to spend on marketing therefore we have to make a tiny budget go as far as possible.

Implementation
We came up with a campaign that gets people to reassess just how amazing childhood and children are. Their amazing capacity for invention and learning. To do this we commissioned different conceptual illustrators to work with us to come up with the right solutions. We wrote lines, they brought them to life. And vice versa. It was a unique collaborative process that allowed us to push both ours and their thinking to deliver something very different.