Superkraft continues to question everything for Design Museum Gent

After three years of renovation, Design Museum Gent is reopening its doors with a new wing. Superkraft has developed the entire reopening campaign as well as the new positioning: ‘Keep questioning everything.’

This idea positions the museum not as a destination, but as a starting point. Because the design of every object around us was, at some point, born out of a question. The museum’s true value therefore lies not solely in the visit itself, but in what happens once you leave. You become more curious, more critical. Questioning everything doesn’t stop at Design Museum Gent. That’s where it all begins.

This idea is also explored in a film and on the radio. A person is in the museum and starts asking one question after another. A stream of thoughts that seems never-ending.

The campaign is being rolled out on television, in cinemas, on social media, on the radio, in the press and via out-of-home (OOH) advertising.

CREDITS ​

Agency: Superkraft

Client: Design Museum

Client contact: Jonas Tavernier, Charlotte Huyghe, Margot Van Hove

Managing partners: Lien Brouillard, Sam Lagaert

Creative Director: Koenraad Lefever

Strategic Director: Jef Raeman

Account: Julie Meirlaen

Creatives: Girbe Bogaerts, Yannick De Haes

Design Director: Caroline Vanneste

Design: Arnaud Segers, Nicky Silversmet, Caroline Vanneste

Motion design: Casimir Desmet, Nicky Silversmet

Digital & Data: Lennert Balcaen, Sven Jacobs

Director: Pim Vergeest

Director of Photography: Arno Weijdema

Radio & Sound: Sonhouse