V&A Museum is hiding niche outdoor ads across the U.K. to show the breadth of its collection

adam&eveDDB executions include a silver tankard buried underground, a flag at a battle reenactment and more

Published On
Mar 22, 2024
A bookshelf with one book in the middle that reads "If you're into book-binding, it's in the V&A"

Editor's Pick

Hyperniche, site-specific outdoor ads are always a delight.

A Google campaign in New York City a decade ago was a great example, with one-of-a-kind ads popping up everywhere from Katz’s Deli to Brooklyn Bowl. Now, a new U.K. campaign for the Victoria and Albert Museum (V&A) does something similar by hiding unique objects around the country, each of which carry a variation on the message, “If you’re into it, it’s in the V&A.”

The background here is that 75% of people in the U.K. have heard of the V&A, but only 33% are familiar with what it stands for—and only 19% of young people are. Agency adam&eveDDB set out to make the V&A more meaningful to people on a personal level. And with 2.8 million objects in the museum’s permanent collection, there’s something there for everyone.

For the artifacts portion of the campaign, the agency worked with dozens of skilled creators to produce a number of unique objects to appeal to different groups. The objects include:

• A century-old silver tankard engraved with a unique message has been buried in a popular Oxfordshire metal-detecting location.
• Limited-edition embroidered pocket squares are being given away at a specialist tailor.
• A handmade battle flag was displayed by an armored participant in a battle reenactment. 
• The clothing of TikTok influencer Shlottie’s avatar featured the campaign message as she played Grand Theft Auto live on Twitch.
• A bespoke knit created by skilled artisan Onyinye Achusiogu will be worn at The Stitch Festival.
• A London theater seat features a specially engraved plaque.
• A 120-year-old book that’s been painstakingly rebound was left on the shelves of a vintage bookshop.
• A bespoke 3D animation, to be played before a film in the cinema, pays homage to the classic style of production company pre-rolls and reminds moviegoers, “If you’re into cinema, it’s in the V&A.”

Check out some of the visuals here:

Object from the V&A campaign

Flag from the V&A campaign

Pottery from the V&A campaign

Football jersey from the V&A campaign

Punk jacket from the V&A campaign

Miniature model from the V&A campaign

GTA screengrab from the V&A campaign

Bike from the V&A campaign

Golf ball from the V&A campaign

The campaign also includes Instagram films created with niche influencers such as @Wainwrightbookbinding @Me.Old.China and @hookednbusy, plus TikTok films.

Media for the campaign was planned and bought by PHD.

The objects are just part of the campaign. Separate out-of-home, digital and social media ads showcasing 70 objects from the V&A collection covering all sorts of interests to draw as many people’s attention as possible. Many of 

See some of those ads here:

OOH ad for the V&A

OOH ad for the V&A

OOH ad for the V&A

OOH ad for the V&A

OOH ad for the V&A

There’s also a series of long-copy OOH ads, seen here:

Long-copy ad for the V&A

Long-copy ad for the V&A

Long-copy ad for the V&A

Long-copy ad for the V&A

“As a family of museums dedicated to the power of creativity, our mission is to champion design and creativity in all its forms for everyone,” said Sophie Rouse, head of integrated marketing and insight at the V&A. “Our new campaign gives space for people to enjoy all the incredible things they are into, with us. We’re not here to define what creativity is, we’re here to give people the space to define it themselves and find joy in doing so. From hyper-niche creative activations to high impact posters, the inclusiveness and versatility of the campaign enables us to tap into popular culture and trends in a highly targeted way. Proving that the V&A really does have something for everyone.” 

“Getting to make creative things for a living is a gift. To make them for the home of creativity is a unique privilege,” said Mark Shanley, creative director at adam&eveDDB. “This campaign positions the V&A as having something in its collection for you no matter what you’re into. What are you into? Football? Fashion? Flappy Bird? Yes, they’re all in the V&A. Jewellery. Yep. Star Wars? Loads of it. The world’s oldest, most beautiful and historically important carpet. Yes, they have that too. And 2.8 million other things. Come to the V&A and see for yourself. You won’t be disappointed.”


Mar 22, 2024
Client :
Victoria and Albert Museum
Agency :
Head of Integrated Marketing & Insight :
Sophie Rouse
Head of Design :
Evonne Mackenzie
Deputy Head of Integrated Marketing :
Francesca Robinson
Marketing Manager :
Laura Curtis
Senior Social Media Manager :
Chris Price
Head of Communications :
Laura McKechan
Communications Manager :
Shannon Nash
Marketing Officer :
Ruwaida Khandker
Marketing Officer :
Lisa Bull
Marketing Assistant :
Shruti Chhabra
Director of Audiences Commercial and Digital :
Sophie Brendel
Director of Design Estate and Public Program :
Philippa Simpson
Chief Creative Officer :
Richard Brim
Executive Creative Director :
Antony Nelson
Executive Creative Director :
Mike Sutherland
Creative Director :
Mark Shanley
Creative :
Edward Usher
Creative :
Xander Hart
Designer :
Chris Chapman
Social Creative :
Molly Johnstone
Joint Head of Integrated Production :
Sally Pritchett
Head of Print Production & Experiential :
Jaki Jo Hannan
Producer :
Hannah Needham
Producer :
Hazel Corstens
Assistant Producer :
Harriet Wyndham-Read Sproule
Chief Executive Officer :
Miranda Hipwell
Managing Partner :
Tom White
Account Director :
Alex Murray
Head of New Business :
Annabel Barry
Account Director :
Carrie Pollock
Account Manager :
Lydia Barber
Chief Strategy Officer :
Martin Beverley
Head of Planning :
Will Grundy
Senior Planner :
Stuart Williams
Junior Planner :
Kat Scott-Hyde
PR Director :
Rachel Geraghty
Creative Excellence Manager :
Cassie Bodaly
Project Director :
Linda-Aileen MacFarlane
Legal Counsel :
Tom Campbell
Production Company :
Senior Producer :
Tara Thompson
Producer :
Kim Moessl
Digital Producer :
Matthew Walker
Resource Manager :
Pata Malecka
Head of Editorial :
James Ireland
Editor :
Adrian Scanlon
Videographer :
Nitin Rishi
Photographer :
Harry Mitchell
Videographer :
Honor Northridge
Photographer :
Robert Whitehead
Executive Producer Content :
Stephen Mead
Repro & Supply Press :
Tony Hutton
Senior Press Producer :
Tony Hutton
Senior Integrated Producer :
Gareth Evans
Print Production :
Gareth Evans
Senior Motion Graphics Designer :
Joe Hollingworth
PR :
Hope & Glory
Deputy MD :
Don Ferguson
Associate Creative Director :
James Keiller
Media :
Planning Manager :
Ellie Connett
Client Partner :
Lauren Port
Media Print Director :
Nicola Thorne
Activation Manager :
Zeeshan Ali
Project Manager DOOH :
Soča Kodric
Business Development Lead DOOH :
Nathan Bennett
Account Executive :
Saskia Hammond
Creative Strategist :
Allana Maclean
Creative Strategist :
Sevval Aysan
Senior Account Manager :
Jack Apperley
Ad Ops Executive :
Liam Kelly
Artworking :
King Henry Studio
Retouching :
King Henry Studio
King Henry Studio
Digital Creative Activation :
Production :
Director :
Will Robson Scott
Producer :
Lana Salfiti
Grade :
Time Based Arts
Audio Post Production Company :
Sound :
Mark Hellaby
Editor :
Paco Sweetman
Design Company :
Design :
Nina Jua Klein
Design :
Simon Wilson

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