The V&A Museum Hosts an Elaborate Treasure Hunt That Indulges Niche Passions

Campaign by adam&eveDDB shows the institution's relevance to a younger generation

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Museums are sometimes seen as dusty, irrelevant institutions in the digital era. Young people may be more interested in scrolling TikTok than staring at a painting or sculpture in an art gallery. 

The V&A Museum in London is tackling that challenge head-on with an elaborate campaign that caters to a wide range of specific and sometimes obscure interests. The institution is hosting a kind of treasure hunt across the U.K., hiding creations in plain sight that spotlight the relevance of its collection of more than 2.8

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