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NETHERLANDS – Xsaga brings “real gold” in Dutch museums

“Our Real Gold” is the name of the 7-day event that Xsaga, in collaboration with LAVA and Q&A Communication, developed throughout The Netherlands.

GoldThe Museums Association represents 450 museums in the Netherlands. For more than 30 years, they organized the National Museum Weekend, but this year they wanted to start something new: the National Museum Week, which took place from 18th till 26th April 2015. The goal was to stimulate the Dutch sense of pride of their museum collections and to make people curious about both big and small museums in their neighbourhood.

The Museums Association commissioned Xsaga, LAVA and Q&A Communication to develop a campaign around this week and Xsaga had the idea to blow up small objects hidden in the different museums throughout the country and colour them in pure gold to draw attention.

Gold2Together with the Museums Association they chose 7 regional museums and asked them to each select one object as their greatest treasure. Each object has been blown up disproportionately, coated in gold and placed in the centre of each town in which the museum is situated. Every day of the National Museum Week a new object was revealed.

Xsaga has produced 7 golden objects, revealed them together with the mayor of the town, in 7 cities of The Netherlands and 7 days.

The company has also created a contest for the audience to share their selfies and for the whole week they’ve been trending in the top 10 trends on Twitter.