Be 'Open to Question' the National Army Museum's Latest Campaign

After a three-year closure for a major £23M redevelopment, London's National Army Museum will open to the public again on 30th March. As a precursor, on 17th March CP+B London will kick off the first stage of an integrated campaign that will run throughout 2017. Building off the tagline ‘Open to Question’, the work will seek to challenge public perceptions that a museum about the army isn’t relevant to today.

Dave Newbold, Creative Director at CP+B London commented, “The National Army Museum isn’t just re-opening its doors - its newly curated, modern exhibits also open up surprising stories from the frontline and beyond. The campaign is all about teasing some of these tales in an eye-catching and attention grabbing way, making people stop in their tracks and ask questions.”

Featuring the likes of a war-hero ass, a Vivienne Westwood cardigan and some life-saving shellfish, the campaign includes print, OOH and digital executions.

Genevive Adkins, Assistant Director of Public Programmes at the National Army Museum added, “CP+B have creatively brought to life our unique story. We strive to talk about our subject in ways that is at once insightful, sharing, conversational and stimulating but above all real and relevant. We want to inspire conversations and support genuine and meaningful encounters with our collection.”