If You're Into It, It's In The V&A

Insight

If you try and say the same thing to everyone, you'll speak to noone.

Idea

Hyper targeted ads aimed at letting people know that no matter what you're interests are, there's something for you at The V&A.

Execution

A series of targeted ads, inserted into to every subculture encouraging people to check out The V&A.

Notes

Not the first hypertargeted campaign I've seen, but the craft is excellent and the levels to which they went to reach niche subcultures is fantastic.