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By John McCarthy, Opinion Editor

October 21, 2016 | 2 min read

The Design Museum has embraced some of the most iconic retro designs for a new video promoting its relaunch, focused on 'opening and closing'.

Created by Gravity Road and directed by Daniel de Viciola , the video will air in cinemas and be bolstered by a social media and out-of-home campaign.

The drive promotes the fact the Design Museum is moving to its new home in West London in November 2016.

Leading with the proposition, that it is the museum “that never closes”, the creative hits home that we are surrounded by design at all times. Featuring Blue Monday as the soundtrack, also the biggest selling 12” of all time, the slot champions top designs.

Deyan Sudjic, director of the Design Museum, said: “The Design Museum chose Gravity Road to work on its launch campaign because of their commitment to understanding the museum and their highly creative approach to exciting people about the new museum. The launch film showcases the dynamic and continually changing range of the museum’s interests and exhibitions programme, and the launch campaign shows the world our restored mid-century modern landmark from a new and powerful perspective. Our first campaign made possible by using a drone.”

Mark Eaves, Gravity Road founding partner, added: “We’ve been with the Design Museum every step of the way over the last two years and feel this film and campaign really captures the spirit, personality and intent of their Kensington launch. Plus, we got to use Blue Monday which made this fanboy very happy.”

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