If You're Into It, It's In The V&A
Award: Yellow Pencil
Yellow Pencil / Direct / Integrated / 2024
Award: Yellow Pencil
Yellow Pencil / Experiential / Use of Micro-Talent & Influencers
Award: Graphite Pencil
Graphite Pencil / Art Direction / Integrated
Award: Graphite Pencil
Graphite Pencil / Experiential / B2C Activations
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Press Campaigns
Award: Wood Pencil
Wood Pencil / Writing for Advertising / Press
Award: Shortlist
Shortlist / Experiential / Community Activations
Award: Shortlist
Shortlist / Art Direction / Direct
Award: Shortlist
Shortlist / Direct / Printed Materials
Award: Shortlist
Shortlist / Media / Integrated
'If you’re into it, it’s in the V&A’ was a highly targeted campaign that heroed the breadth of the museum’s collection. We worked with curators to showcase 70 different objects across out of home, press, digital and social media, reaching the general public and the most passionate of collectors alike.
Then we got crafty. From book-binding to gaming to metal-detecting, we produced a series of stunts and hid them across the UK for enthusiasts to stumble across.
And we roped in the public. We recruited superfans to share their expertise on all things Taylor Swift, Crocs and more.
What did the judges have to say?
Incredible craft, and love the way they turned a possible negative of the V&A in a very competitive London museum landscape (they have a bit of everything) into its selling point.
Laura Jordan Bambach, Founder and Chief Creative Officer, Uncharted
The V&A idea was probably the most well-rounded entry out of everything. It was spot-on for the category, incredibly well-crafted at every touchpoint – heck, even the case study was a work of art!
Ari Halper, Global ECD & Head of Creative Excellence, R/GA