Responses by Rens de Jonge, copywriter, KesselsKramer
Background: Based in Amsterdam, the Netherlands, the NEMO Science Museum is, of course, a museum about science and physics. In its latest permanent exhibition, Humania, one can discover humans, and thus themselves, from a scientific perspective. To promote this new exhibition, KesselsKramer was asked to create a campaign in line with our previous work for them: scientifically correct, but imaginative for both kids and their parents alike.
Reasoning: To promote an exhibition about humans, the first thing that comes to mind is a campaign that “celebrates” humans in all their sorts and sizes. But to be honest, that’s what all big banks and insurance companies do nowadays. We didn’t want to show how special and beautiful we all are. We wanted to tickle the imagination and make people curious about themselves. So, we brought the phenomenon of “the average person” to life.
Challenges: A collage of body parts of all different people brought together in one character doesn’t look very nice; it looks like Frankenstein: scary for kids, detached for grow ups. We had to find a solution to keep every character friendly-looking and absurd in a funny kind of way. That’s the reason we enlarged certain aspects of the face, and the characters don’t have eyes.
Favorite details: The campaign is extremely modular. By making a loop of every fact, we not only created one explanatory long film, with the help of Circus Family and Marlies van der Wel, but also an endless amount of short films by combining different facts and multiple stand-alone GIFs. Also, all the still images can be used for print ads.
Specific demands: The demand to use as many different kinds of people to build up three characters was challenging. How to combine a heavy person with a less heavy person, multiple skin-colors and different genders in one plausible character? It took a lot of trial-and-error.
Anything new: I always thought I farted a lot, but I’m way below average.
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