Radio 1 and 2 frequently broadcast strange sounds: clearly human voices, but… what are they doing? And where on earth are we? It then seems we’re in Leiden and it’s all about a new advertising campaign for the Museum Volkenkunde.
The main aim is to make Museum Volkenkunde better known. “Everyone who comes here for the first time says: why didn’t I know about this before?”, so Steven Engelsman, director of the Museum Volkenkunde. “People who come here are always enthusiastic about the variety of things to do and see. The only thing that’s missing is reputation.”
The campaign is on during May and will be back two more times this year. Why the radio? “The budgets are always low in the museum world so it’s vital to do something conspicuous”, says Ruby Lemm from Skipintro, the agency that thought of the campaign. “Most cultural institutions use image which would be the obvious thing to do. At the same time though, this leads to an overload of image, which is why we chose the radio. That’s the special thing about cultural anthropology: you can hear what there is to see.” The sounds and soundtracks used for the campaign are taken directly from the Museum Volkenkunde. The campaign was made at the sound studio Wim Vonk.