Campaign Juxtaposes Old and New: "Finally open again for ..." Celebrates Museum Reopening

News from 06/08/2021

The Staatliche Museen zu Berlin and the Musikinstrumenten-Museum are finally open to the public again. They are wooing visitors with 21 different advertisements around the city and on social media.

Representation of a Bacchic painting with the inscription "Finally open again for nightlife"
© Staatliche Museen zu Berlin, Gemäldegalerie / Jörg P. Anders / Gestaltung: Büro X Wien

The hygienic measures imposed in response to the coronavirus pandemic are gradually being lifted, and people are increasingly going out in public again. The outlook is changing – and that goes for the Stiftung Preussischer Kulturbesitz (Prussian Cultural Heritage Foundation), too. Its Staatliche Museen zu Berlin (National Museums in Berlin) and Musikinstrumenten-Museum (Museum of Musical Instruments) are once again open to visitors from all over the world. The museums have decided to celebrate this step toward a new normal with an advertising campaign.

Under the slogan "Finally open again for...," world-famous objects from the museums have been linked with social media catchwords. The aim is to show that the exhibits in the collections have much more in common with our daily lives than many people would think. The campaign brings this across in a humorous way by tagging timeless cultural icons with the trending ephemera of today’s digital culture. For example, the bust of Nefertiti is paired with the term #influencer, and the Berlin Gold Hat in the Museum für Vor- und Frühgeschichte (Museum of Prehistory and Early History) is associated with #tinfoilhat. The second tagline of the campaign is "Only originals" – because only at the museum do you have the opportunity to experience the aura of an exhibit at first hand.

The campaign has been developed by the agency Büro X from Vienna in collaboration with the directors of the Staatliche Museen zu Berlin and the Musikinstrumenten-Museum.

Eight different campaign ads can now be seen in various places in Berlin. Another thirteen ads are appearing on social media.

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