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Rijksmuseum 

Moves You

Client

Rijksmuseum

Labels

ACE

Services

Advertising

For the Rijksmuseum’s first brand campaign “Rijksmuseum Moves You”, we’re breaking down traditional barriers between art and audience by highlighting the personal journeys that art history inspires. This campaign captures how each visitor connects uniquely with the collection, drawing on their backgrounds, emotions, and interests. It invites visitors to experience masterpieces not only as artworks but as reflections of their own stories.

The challenge

Infuse the Rijksmuseum with emotion, relevance, and accessibility to connect with a diverse, younger audience while preserving its status as a world-class art institution. In a competitive landscape of traditional and innovative cultural experiences, we needed to develop a strategy that would break down barriers, spark emotional connections, and position the Rijksmuseum as a welcoming space deeply connected to contemporary life.

Video · Campaign film

The insight 

There has been a growing demand for immersive, tailored cultural experiences. Unbeknownst to many visitors, this is exactly what the Rijksmuseum offers - it’s not just a collection of static artworks, but a journey where art comes alive through personal connections. Each visitor’s unique background, interests, and emotional state create a personalised lens through which they experience the collection. This dynamic interaction turns the museum into a dialogue between past, present, art, and observer.

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The creative idea

“Rijksmuseum Moves You” captures the visitor’s experience in the museum. It reveals art’s power to offer a personal journey through history and culture. As you explore the museum, each artwork draws you in, depending on your unique experiences, memories, and emotions. Whether you’re transported to a distant past, reminded of a loved one, or inspired to create, the Rijksmuseum’s collection resonates with your individual story through the lens of Dutch masterpieces.