V&A said if you are into it, it is in here to reach 18-35s

The V&A, a museum of 2.8 million objects, was not landing with 18-35s who saw it as a dusty institution rather than a place for them.

adam&eveDDB built the idea as both positioning and media plan: for any interest there is an object in the collection, and the ad should appear wherever that interest lives.

So a century-old engraved tankard was buried at a popular metal-detecting site, a two-metre battle flag was carried by a reenactor, and messages were made into avatar clothing in Grand Theft Auto Online - each with a QR code linking back to the object.

The museum worked with curators to showcase 70 passions, and the campaign took two Yellow Pencils among six D&AD Pencils while driving a 23% rise in V&A searches.

Don't make a museum ad - make a match for every obsession

A hyper-targeted placement proves relevance inside the audience's own world.

The collection is so broad that every niche has a genuine object.

QR-linked objects turn discovery back into museum visits.

Six D&AD Pencils, two of them Yellow, recognized the fit between idea and media.

For a broad brand, the way to feel relevant is to segment to the obsession, not the demographic. Give each niche its own proof in its own place, and the something-for-everyone claim lands.

The campaign took two Yellow Pencils and four more D&AD Pencils and won One Show recognition. In the initial window it drove a 23% increase in V&A searches and a 12,000% jump in views of the featured items.