A campaign targeting creative students to discover Amsterdam’s city archives — using narrowcasting, posters, and a digital app concept to make history feel relevant again.
The Stadsarchief holds centuries of Amsterdam’s history — but to most young creatives, archives feel dusty, distant, and irrelevant. The brief was simple: change that.
The campaign targets creative students — designers, illustrators, photographers, filmmakers — and repositions the archive as a living source of inspiration, not a dead store of documents.
Research explored how to actually reach creative students — where they spend attention, what messaging resonates, and which channels drive discovery.
The findings pointed to a mixed-channel approach: narrowcasting in schools and creative hubs, posters in the city itself, and a digital app concept to bridge physical discovery with deeper exploration.
The campaign package spans physical and digital touchpoints.
A Figma prototype explores the companion app concept — letting students browse curated archive collections, save inspiration, and find their way to the physical Stadsarchief location.
The app bridges the gap between discovering the archive online and experiencing the real documents in person.