From old to roaring: Gen Z, meet the music machines.
How do you get Gen Z hyped about barrel organs and musical clocks? You don't sell them a museum. You sell them a night out. Roaring Movie Night pairs a modern film with a live soundtrack played by century-old music machines. A brand activation and campaign that swaps a dusty image for wonder you can actually feel.
How do you get Gen Z hyped about barrel organs and musical clocks? You don't sell them a museum. You sell them a night out. Roaring Movie Night pairs a modern film with a live soundtrack played by century-old music machines. A brand activation and campaign that swaps a dusty image for wonder you can actually feel.
CLIENT
Museum Speelklok
YEAR
2026
DELIVERABLES
Research Strategy Concept Brand experience Print Social media AI images
ROLE
Creative director & designer
THE CHALLENGE
Museum Speelklok had an image problem. 28% of Gen Z linked it to words like old, outdated and dusty, yet everyone who stepped inside walked out amazed. The brief: win over 18 to 28 year-olds on a tight budget, without trading in an ounce of authenticity.
THE IDEA
Gen Z is rewinding to vinyl, vintage and the real deal, so we built them a musical time machine: Roaring Movie Night, a nostalgic film , like Pinocchio, scored live by analogue music machines. To strenghten the event, we add a guerrilla stunt with dressed-up extras roaming Utrecht set the stage, amplified by online and offline content.
THE RESULT
One hour of guerrilla pulled in 24 leads and a week of offline campaigning added six more, before a single social post went live. At the pilot event, 7 out of 8 the target group said they'd be more likely to come back, every guest claimed a discount ticket, and three walked straight back in to check out the collection.
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