This year, the Dutch National Museum Pass (Museumkaart) is encouraging people not just to visit museums, but to experience them together. Their new campaign, created in collaboration with long-time creative partner KesselsKramer, introduces the call to action: “Go! But Go Together.”
The sentiment may be familiar, togetherness has been a recurring cultural theme in recent years, but KesselsKramer approaches it with a playful, unexpected, and slightly surreal twist. Instead of simply saying that museum visits are best shared, the campaign quite literally shows it: pairs of visitors exploring museum collections on each other’s shoulders.
The result is humorous, tender, and visually striking. A reminder that museum-going is not …
This year, the Dutch National Museum Pass (Museumkaart) is encouraging people not just to visit museums, but to experience them together. Their new campaign, created in collaboration with long-time creative partner KesselsKramer, introduces the call to action: “Go! But Go Together.”
The sentiment may be familiar, togetherness has been a recurring cultural theme in recent years, but KesselsKramer approaches it with a playful, unexpected, and slightly surreal twist. Instead of simply saying that museum visits are best shared, the campaign quite literally shows it: pairs of visitors exploring museum collections on each other’s shoulders.
The result is humorous, tender, and visually striking. A reminder that museum-going is not just about looking at art and objects, but about sharing perspective.
Reimagining the Museum Visit
“Our goal was to shine a spotlight on our rich selection of museums and national collections, and to make the idea of going together feel both original and irresistible,” says Rens de Jonge, Partner and Creative Director at KesselsKramer.
But making something look effortless on screen was anything but.
“From a production standpoint, it was quite a challenge, because it takes real strength and stamina to carry another person on your shoulders. The pairs were carefully matched with the help of director Suzanne Koopstra and photographer Erik Smits.”
The campaign’s imagery is bold yet warm, a celebration of shared curiosity and the joy of looking together.
Museums as Shared Social Space
The concept is backed by real insight. Martin de Rooij, Head of Marketing & Communications at Museumkaart, explains:
“Research shows that more than 80% of museum visitors want to go together. Among young adults, that number is even higher. Museums are made to be shared. By positioning Museum Week as the ultimate shared experience, we aim to respond to this need and make a small contribution to social connection in our society.”
Since 2023, Museumkaart and KesselsKramer have been working to broaden access and deepen engagement — particularly among audiences aged 25 to 45, where visitation continues to grow. The campaign reinforces museums as places of inspiration, connection and collective experience, not just quiet observation.
CREDITS Client: Museumkaart / Museumweek Agency: KesselsKramer Director: Suzanne Koopstra Photographer: Erik Smits
Graphic Design, Illustration and Print Enthusiast. marcroy@peopleofprint.com
About Marcroy
Graphic Design, Illustration and Print Enthusiast. marcroy@peopleofprint.com