Take a Choregraphed Journey Through the History of Art with Rijksmuseum

The Amsterdam-based Rijksmuseum unveiled its refreshed brand strategy and the new campaign: 'Rijksmuseum Moves You', crafted by creative agency ACE. Since securing the pitch as lead agency earlier this year, ACE has steered the museum's strategy, creative direction, and integrated media rollout. The result is a multi-year strategy that launches with a campaign film, narrated by master storyteller and art enthusiast Stephen Fry. The film takes you on a choreographed journey through the halls filled with collective art history.

Gerald van der Wijngaart, brand manager at the Rijksmuseum, shares, “Our goal at the Rijksmuseum is to connect people with art and history in a meaningful way. Visitors embark on a journey across 800 years of Dutch art and heritage, and what’s unique is that everyone experiences this journey differently. Depending on factors like identity, interests, and mood, different pieces will resonate, creating a personal encounter with our collective history - and with yourself.”

"The Rijksmuseum is an iconic cultural institution that wants to stay relevant, which aligns perfectly with ACE," explains Rogier de Bruin, executive creative director at ACE. "They also asked us to infuse the Rijksmuseum brand with emotion, making it larger than just the sum of its exhibitions. The first campaign introduces the new brand theme: The Rijksmuseum takes you on a wild, entertaining, and wondrous journey through time and life." 

The campaign will roll out across TV, digital, (D)OOH, radio, and social media, with additional content and activations planned in the months ahead.