Rijksmuseum
2021
Campaign strategy
Rijksmuseum’s 2021 Slavery exhibition explored the Dutch colonial past through ten human stories, inviting visitors to connect with history in a personal way. The ask? To develop a campaign that would resonate with both regulars and first-time visitors, inspiring them to engage with this shared history.
Untold stories
With the ‘Slavery’ exhibition Rijksmuseum shed a new light on the often-overlooked Dutch slavery past. By telling 10 historical stories the museum enabled visitors to engage with their shared history on a personal level, rather than through a broad, generalized lens.
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The campaign prep kicked off in fall 2019 — a world prior to George Floyd’s passing, the Black Lives Matter movement, and the powerful shifts in perspective that followed. That context deeply influenced our approach.
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Our key challenge was to develop a campaign that would appeal to a broad audience of visitors with differing views and backgrounds.
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Stories captivate, help us understand our complex world, and powerfully shape views and behaviours. Yet history is often told by the victors —creating a one-sided narrative. By recontextualising known artefacts, the Rijksmuseum opened the door to new perspectives. We leaned into this by presenting the exhibition's untold, true stories in a way that mirrors how movies and Netflix series are launched today: through a trailer. This shifted the theme from a heavy topic to an untold story people were eager to learn about.
Boomerang agency
Concept
Art direction
Production
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