National Military Museum
2023, campaignThe Dutch National Military Museum is a museum that tells the military history and present of the Netherlands.
Because the F-16, the Dutch air force’s longest serving fighter jet, will undertake its last flight in 2023 after 50 years of service, the museum organised an exhibition dedicated to this unique airplane.
We were to develop a campaign for this exhibition that does not only attract airplane aficionados, but also young urbanites and families.
Because the F-16, the Dutch air force’s longest serving fighter jet, will undertake its last flight in 2023 after 50 years of service, the museum organised an exhibition dedicated to this unique airplane.
We were to develop a campaign for this exhibition that does not only attract airplane aficionados, but also young urbanites and families.
Therefore, we decided to steer away from the technical sides and bring the F-16 to life by focusing on the experience of the viewer: an F-16 can reach a speed of up to 2000 kilometres per hour. Because that is faster than most people can comprehend, we chose to build a campaign that makes that type of speed relatable: 2000 kilometres per hour is about 137 times faster than you on your bike. Or 15 times faster than your car at top speed.
Assets made: (D)OOH campaign, social media campaign
Assets made: (D)OOH campaign, social media campaign
Translation: F-16: 15 times faster than your car
Translation: F-16: 57 times faster than the bus.
Made with whom?
Client: National Military Museum
Art direction: Onno Blase
Strategy: Stef van der Heijden
Creative direction: Gijs van den Berg