The campaign is a two-minute film directed by Georgia Hudson through Park Pictures and tells the story of a mannequin that comes to life and encounters the stunning art, design and performances in the V&A’s South Kensington site.
Throughout the film, the mannequin explores the galleries while a moving soundtrack from artists such as FredWave plays in the background.
Along the way, the mannequin encounters other dancers, and together they gather energy and momentum as they make their way around the empty museum. And to drive its point home, the film ends with the line: “Creativity – it’s what makes us human.”
The creative team behind the film is keen to stress that the campaign is not simply an advert for the contents of the V&A but also a meditative look at why creativity continues to be important now more than ever.
As put by Sophie Rouse, head of integrated marketing and insights at the V&A, “our new campaign is a pure embodiment of the V&A’s mission to champion design and creativity in all its forms, for everyone.
This magical story is made up of a rich tapestry of creative expression – with original choreography, dance and music performance woven around the breadth of human creativity in the V&A’s Collection from the Ardabil Carpet to Michelangelo’s David and William Morris’ wallpaper to contemporary works by Virgil Abloh, Christian Louboutin, Grayson Perry and Dilara Findikoglu.
The V&A offers boundless opportunities for creative inspiration, joy, and adventure; as we emerge from the pandemic and look forward to launching three new V&A venues in London in the next three years, we want to take this experience to more people than ever before.”
Mark Shanley, creative director at adam&eveDDB, said: “There are not many brands for whom it makes sense to create art rather than advertising. But we truly agree with the V&A’s central belief that creativity is what makes us human. So we haven’t created an ad for the V&A. Instead, we’ve partnered with artists to create a piece of art that celebrates creativity and humanity.”
The film is set to appear across multiple channels, including social media, YouTube, Broadcaster Video on Demand and a 90-second version will play before movies in cinemas while the full two-minute film will appear on the V&A’s own channels. Meanwhile, a 20-second and six-second version will appear on social media to help bring a refreshing burst of creativity to your scrolling sessions.