‘If you’re into it, it’s in the V&A’ was a highly targeted campaign that heroed the breadth of the museum’s collection. We worked with curators to showcase 70 different objects across out of home, press, digital and social media, targeting people based on their interests, and showing up as and where people were pursuing their passions. Then we got crafty. From book-binding to gaming to metal-detecting, we produced a series of innovative and world-first stunts and hid them for enthusiasts to stumble across and enjoy.