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Deutsches Museum rebrands with bold ‘All is Science’ campaign

By Taruka Srivastava | Freelance journalist

July 15, 2022 | 2 min read

Deutsches Museum has rebranded with the ‘Alles ist Wissenschaft’ (All is science) campaign to make science relevant for a new generation of visitors.

Deutsches Museum invites visitors with its "Everything is Science" campaign

Deutsches Museum invites visitors with its ‘All is Science’ campaign

The campaign, developed by KesselsKramer, aims to ‘disrupt and reframe,’ making science socially and personally relevant by highlighting that everything is science. Billboards have been placed across the city from the town center to underground stations to encourage more people to visit the museum.

A spot has also been launched explaining how everything can be explained scientifically – from the things that we see to the things we don’t see.

All is Science

The museum will communicate the new exhibitions in the context of everyday life, such as all the manmade flying vehicles and everything inside your body.

KesselsKramer’s creative director Rens de Jonge said: “By embracing the diversity and scale of the collection, we developed a proposition that does the museum justice, but also explains why the collection is as diverse as it is. The collection contains cell phones, ships, a chalk mine, the world’s roundest object, a Covid-19 vaccine and historical windmills, because all of those things owe their existence to science.

“In fact, when you think about it, the whole world we live in can be explained scientifically. And because the museum views the world through scientific glasses, it has good reasons to collect the highlights from that world.”

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