'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. With the help of V&A curators, the campaign showcased 70 different objects across out of home, press, digital and social media, reaching the general public and the most passionate of collectors alike. Then the campaign got crafty. From book-binding to gaming to metal-detecting, a series of specially crafted items were then hidden across the UK for enthusiasts to stumble across with QR codes linking directly to the relevant item in the V&A’s collection. And the wider public were also asked to get involved with superfans recruited to share their expertise on all things Taylor Swift, Crocs and more.