Being the largest museum of the Netherlands it becomes a difficult task to convey the message that this prestigious museum is in need of donations and contributions in order to thrive.

In collaboration with Sigrid Wilking, she and I sat out to visualise what goes on behind the scenes of the museum to make the museum more ‘human’ and relatable. With a double paged newspaper ad we turned the attention away from the paintings and onto the people who make the museum into what it is. To visualise who are necessary to maintain this prestigious appearance. And facilitate the viewer with ‘een kijkje achter de schermen’ or ‘a peek behind the scenes’. Displaying a visitor being so intrigued by a painting that she actually pokes through it in an attempt to learn even more. 

Our ad was nominated for the NRC Charity Awards 2018.