Museums Victoria’s latest campaign via Yoke dispels Viking myths to promote new exhibition

Melbourne-based creative agency Yoke has announced a new campaign for Museums Victoria debunking Viking myths to market its exciting new exhibition, Vikings: Beyond the Legend.

The exhibition, now open in Melbourne, is a collaboration between Melbourne Museum and Swedish History Museum. It provides real insight into Vikings and their domestic life, religion, death rituals, craftsmanship, and raiding and trading culture.

Vikings have often been depicted in popular culture as a bunch of bearded, dirty, horn- helmeted barbarians. But recent archaeological discoveries have revealed a much more nuanced and refined people and culture. Vikings: Beyond the Legend more accurately portrays the Vikings as farmers, merchants, artisans, and explorers.

The creative campaign by Yoke, using a type face developed in collaboration with Museum Victoria’s Design Studio, comprises creative ideation, production of a TVC launching April as well as design of print and media advertising, museum signage and OOH.

Yoke key account director, Pauline Dellit, said there are a lot of myths surrounding Vikings. The focus for the agency was to educate and market the exhibition to Museums Victoria’s target groups using a clever, but light-hearted solution.

Says Dellit: “The lead up to the Beyond the Legend campaign involved a significant amount of research, cross-checking facts and identifying the popular myths that surround Vikings as people perceive them today.

“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.”

Yoke was appointed in 2016 as Museums Victoria’s lead agency to drive strategic brand projects, communications and marketing campaigns for its experience brands including Melbourne Museum, Immigration Museum and Scienceworks.

Says Dellit: “Being a part of such an institution like Museums Victoria and having the responsibility of communicating these stories to the public is an incredible privilege. The Museum is a ‘keeping place’ where stories of people, culture and life are kept and we love the preservation and celebration of this.

“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.”

Yoke has also recently completed work for Queen Victoria Market, launching its new website, as well as web design and build projects with Asaleo care for Tena and Libra, and for Natures Organics in the FMCG space.