All work
Museum of Making
Getting teenagers through the door
Sector
Culture
Year
2025
Services
Campaign, wayfinding, social
3×
The number that moved
more visitors aged 16 to 25, year on year
The challenge
The museum had free entry, late opening on Thursdays and almost no visitors between 16 and 25. Its posters were polite, beige and invisible next to the gig flyers on the same walls.
The idea
We stopped selling the museum and started selling Thursdays. Every poster was a single object from the collection with a blunt line next to it, printed in the same orange as the late-opening signs inside. The wayfinding got the same voice, so the joke carried on once you were through the door.
The result
Under-25 visitors tripled year on year, Thursday lates now sell out their free tickets, and two of the posters were stolen from bus stops, which the museum took as a compliment.
New business
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