This exhibition is not suitable for parents

The Rijksmuseum has opened a new exhibition for children: ‘Crawly Creatures.’ Imagine scary paintings with slimy snakes, hairy spiders and glistening toads. Many people aren't particularly fond of these creatures... But is that really the case? This exhibition was actually designed for children, not adults, and that was precisely our angle for this campaign. It's the adults who find them scary, while kids view them with curiosity, fun, and laughter.

The campaign video is living proof of its disclaimer: “This exhibition is not suitable for adults unless accompanied by children under 12 years of age.”

Client: ING & Rijksmuseum
Agency: Wefilm