The Museum Pass provides year-round access to over 450 museums for 1.4 million passholders in the Netherlands. Despite this, there remains a significant portion of the population who infrequently visit museums. For Museum Week, Kesselskramer initiated a campaign allowing anyone to borrow their friend's Museumkaart for a week to freely enter any museum, without needing to match the photo on the card. To illustrate this, they devised a concept pairing pass holders with non-pass holders' passport photos, executed through an OOH, digital, and social media campaign. I contributed to the interactive aspect of the campaign by creating an Instagram filter. This filter enables users to add their own passport photo and record a story featuring their friends' faces tracked by their passport photo, accompanied by the message "Thanks for lending me your Museumkaart." Integrating social media enhances the concept by enabling users to place themselves within the context of the campaign.

ROLE

Digital Design

CLIENT

Museumkaart

TEAM

Maartje Merel
Solange Muya
Sophia van der Meijden
Rens De Jonge