The Royal Armouries and the Young Victoria & Albert Museum are looking to capitalise on the summer rush with two large-scale campaigns to attract visitors.
Working with creative agency Born Ugly, the Royal Armouries is hoping to attract a younger crowd with a campaign that draw parallels between the stories, characters and weapons in games and the stories that the museum’s artefacts tell.
“It’s special to work on such a unique and exciting project with as respected a national institution as the Royal Armouries,” Born Ugly CEO, Sarah Dear said.
“As parents look for opportunities for in-person fun and learning during the summer holidays, we hope that Game Changers offers an alternative that is both entertaining and intriguing.
She continued: “By bridging the gap between the screen and reality, we aim to channel gaming imagination into an enthusiasm for the stories the artifacts and experiences represent.”
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For its campaign, the Young V&A has tasked London shop AMV BBDO with amplifying its current Japan-focused exhibition: ‘Myths to Manga’ which runs through to September.
The creative installation sees a series of umbrellas lost on London’s public transport transformed into ‘yokai’, supernatural being found in Japanese art and folklore.
AMV BBDO creatives Anzhela Hayrabedyan and Luca Grosso added: “We were looking for a playful idea that links two cultures – the tales from Japanese Folklore with the rainy streets of London.
“Abandoned umbrellas reimagined as yōkai seemed to be the perfect bridge, blending Japan’s storytelling with the wonderfully eclectic art scene of the UK. We hope the installation can spark the imagination of children of all ages, though we do apologise for any mischief they might cause!”
