If you're into it. It's in the V&A

Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection.

Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this perception – a campaign that featured 70 different V&A objects, which were turned into 70 different media executions that targeted an eclectic range of interest groups that included gamers, knitters, metal detectorists and battle re-enactment enthusiasts across OOH, print, digital, social media, and a number of bespoke experiential activations.