The V&A’s campaign, "Creativity. It’s what makes us.," positions the museum as a dynamic hub where creativity is central to human experience and cultural engagement. The campaign’s core proposition emphasizes the transformative and defining power of creativity, inviting audiences to see the V&A not just as a museum, but as a living space where art, design, and performance converge to inspire and bring ideas to life. By focusing on the museum’s permanent collection and highlighting its diverse range of events and online content, the campaign broadens the visitor experience beyond traditional exhibitions, reinforcing the institution’s role as an accessible and continuously evolving cultural destination.
Strategically, the campaign leverages a compelling narrative device—a mannequin awakening through encounters with various art forms—to personify the creative spark and curiosity that the museum aims to ignite in its audience. This creative angle appeals to a culturally engaged, experience-seeking demographic interested in both the tangible and intangible aspects of leisure and recreation. The use of a night-time journey through the V&A’s South Kensington site adds an element of magic and discovery, aligning with the emotional appeal of exploration and wonder. By focusing on the universal nature of creativity and human connection, the campaign reaches beyond traditional art audiences to attract a broader public interested in immersive, multi-dimensional cultural experiences. The choice of a montage film directed by Georgia Hudson underscores the diversity and richness of the V&A’s offerings, supporting the brand’s intention to integrate physical and digital engagement in a cohesive visitor journey.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because the narrative uses the mannequin as a symbolic figure, which is brought to life by the creative forces found within the museum. Instead of literally demonstrating the museum’s offerings, the film uses anthropomorphism—turning an inanimate object into a living being through exposure to art—as a potent metaphor for the 'transformative power of creativity.' The campaign does not follow a classic problem-solution arc, testimonial, or story-driven format where the product directly resolves a dilemma, but rather relies on rich symbols and magical realism to visually represent how the V&A's collection enlivens and inspires all who encounter it.
1. British Museum – Market Positioning
The British Museum positions itself as a world-renowned cultural institution offering an extensive collection of global art and artifacts. It differentiates through its comprehensive historical narratives, free admission, and focus on education and research, attracting both tourists and scholars with a global, multidisciplinary appeal.
2. Tate Modern – Market Positioning
Tate Modern is positioned as the premier contemporary and modern art museum in the UK, emphasizing innovative, avant-garde exhibitions and installations. Its location in a repurposed power station complements its cutting-edge identity, drawing a younger, trend-conscious audience keen on experiencing modern creativity and cultural discourse.
3. Natural History Museum, London – Market Positioning
The Natural History Museum combines education with immersive experiences centered around natural science and biodiversity. Known for engaging family-friendly exhibits and iconic architecture, it leverages interactive displays and public events to appeal broadly to tourists and locals interested in science and natural wonders.
4. Design Museum London – Market Positioning
The Design Museum focuses exclusively on contemporary design across product, fashion, graphics, and architecture. It positions itself as the leading institution championing design innovation and its impact on daily life, targeting creative professionals, students, and design enthusiasts seeking inspiration and industry insight.
5. Somerset House – Market Positioning
Somerset House situates itself as a vibrant cultural hub in London combining historic architecture with a dynamic program of visual arts, fashion, and performance events. It differentiates by blending heritage with cutting-edge contemporary culture, attracting a diverse audience interested in multidisciplinary creative experiences.
Q: What is Creativity. It’s what makes us. | V&A about?
A: Creativity. It’s what makes us. | V&A is a campaign launched in 2022 by the V&A and created by adam&eveDDB to celebrate creativity as a defining human trait. The campaign features a two-minute film directed by Georgia Hudson that follows a mannequin as it comes to life through encounters with the museum’s permanent collection, including fashion, jewelry, photography, and sculpture. Set within the V&A’s South Kensington site, the campaign encourages audiences to explore the museum’s diverse events and digital content beyond traditional exhibitions, positioning the V&A as a vibrant cultural destination in the travel and leisure market.
Q: What creative device does Creativity. It’s what makes us. | V&A use?
A: Creativity. It’s what makes us. | V&A employs Clapboard’s FORMAT#9 SYMBOLIZE THE BENEFIT creative format, which uses symbolic or exaggerated visuals to represent the product’s positive impact. The campaign uses a mannequin as a metaphorical figure brought to life by the creative forces within the museum, illustrating the transformative power of creativity through anthropomorphism. Rather than a straightforward narrative or testimonial, the film relies on magical realism and rich symbolism to visually express how the V&A’s collection inspires and enlivens visitors.
Q: What is the campaign proposition for Creativity. It’s what makes us. | V&A?
A: The campaign positions the V&A as a dynamic cultural hub where creativity is central to human experience and engagement. It invites audiences to see the museum not merely as a repository of art but as a living space where art, design, and performance converge to inspire and bring ideas to life. By highlighting the permanent collection alongside a broad range of events and online content, the campaign broadens the visitor experience beyond traditional exhibitions, reinforcing the V&A’s role as an accessible and evolving destination in the travel and leisure category.
Q: How does Creativity. It’s what makes us. | V&A rank in Clapboard's archive?
A: Creativity. It’s what makes us. | V&A holds a Clapboard Campaign Score of 72/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in V&A’s category?
A: The V&A competes with several prominent cultural institutions in London’s travel and leisure sector. The British Museum offers a comprehensive global art and artifact collection with a focus on education and research, attracting a wide international audience. Tate Modern emphasizes contemporary and avant-garde art, appealing to a younger, trend-conscious demographic. The Natural History Museum combines immersive science exhibits with family-friendly experiences, drawing broad public interest. The Design Museum champions contemporary design innovation, targeting creative professionals and enthusiasts. Somerset House blends historic architecture with cutting-edge visual arts and performance, creating a multidisciplinary cultural hub.
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