Museum Victoria launches campaign to smash Viking stereotypes

Museum Victoria has launched an out-of-home campaign to bust the myths about vikings and in turn promote its new exhibition, Vikings: Beyond the Legend.

The ads aim to debunk the stereotypes surrounding vikings and position them as farmers, merchants, artisans and explorers, as well as showcasing the recent archaeological discoveries in the exhibition.

One of the out-of-home ads created by Yoke

Created by Melbourne-based creative agency Yoke, the campaign is set to roll out across print, out of home and television.

The TV ads will be launching next month.

Pauline Dellit, account director at Yoke, said in a statement: “The entire concept revolved around demystifying these myths, showing Vikings as they truly were – the women as fierce and powerful, their craftsmanship and love of good hair and hygiene.

“As with all exhibitions and campaigns we are involved in with Museums Victoria, our role is to be a part of a remarkable team that interprets all these incredible stories and engages people. Along the way, we are inevitably immersed in so much knowledge and forced to think in unique and challenging ways.”


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