The Deutsches Museum is the largest science museum in the world. Founded in 1903, it has 5 locations in Germany with more than 13 km2 of exhibitions, showcasing a unique collection of over 125.000 scientific hallmarks. 

During a big renovation, KesselsKramer repositioned the museum as modern and contemporary, as science actually is, by making the diversity of the collection its strength with the proposition that ALL IS SCIENCE (Alles ist Wissenschaft). Because, after all, science is the cornerstone to understanding the world we live in. 

To show ‘ALL’ in an orderly way, a selection of 400 collection objects are ordered in a scientific grid. A grid that, in combination with ALL as a wordmark, returns on most prominent assets: from the communication within the museum itself to a campaign that celebrates ‘all you eat in a day’, ‘all the things you can and cannot see’, and other examples in film, social, (D)OOH, and other assets. 

The striking campaign was picked up by the press, but because of its recent launch, final results are yet to be determined.