MAK everything your annual pass
Description
Anything can be a MAK annual pass. So every channel can be one, too.
Since the introduction of the Federal Museums Card, sales of the MAK annual pass declined significantly. So MAK rethought it radically: everything is applied art—so why shouldn’t anything be an annual pass?
This idea became an integrated campaign that made it visible, audible, and tangible everywhere. On cultural posters, city lights, and wild postings. On social media, in digital ads, and through a retargeting hack. On the radio, with a spot that could be scanned as an annual pass for the first time. Via direct mail. And finally, on-site—where visitors could actually turn their own personal items into annual passes.
MAK didn’t just communicate its message across multiple channels. It delivered the same promise in every single one: turn anything into your MAK annual pass.
This professional campaign titled 'MAK everything your annual pass' was published in Austria in February, 2026. It was created for the brand: MAK Museum of Applied Arts, by ad agency: Demner Merlicek & Bergmann / DMB.. This Experiential and Integrated media campaign is related to the Education, Recreation, Leisure, and Travel and Tourism industries and contains 1 media asset. It was submitted about 1 month ago by PR Manager: Janina Schwarz of Demner, Merlicek & Bergmann / DMB..
Credits
Advertising Agency: Demner, Merlicek & Bergmann / DMB., Vienna, Austria
Media Agency: Media1, Vienna, Austria
Radio Production: MG Sounds, Vienna, Austria
Production: Rausgebrannt, Vienna, Austria
Programming: Digitalbackup, Vienna, Austria
Managing Director: Marcello Demner
Executive Creative Director: Sebastian Kaufmann, Alistair Thompson
Creative Director: Marco Prokopetz
Creative Director Digital: Christoph Hofbauer
Senior Art Director: Julia Kegley, Eva Werner
Graphic Design: Celine Brussel, Giulia Ess, Larissa Feichtinger, Frieda Temper, Leo Tinley
Copywriter: Rafael Boog
Junior Copywriter: Robert Lönne
Account Direction: Hannah Heibl
Account Executive: Sophie Pöll
Digital Campaign Manager: Marcel Stadler (Media 1), Anabel Schäfer (Media 1), Sebastian Hahn (Media 1)
Senior PR Manager: Janina Schwarz
Strategy Director: Katharina Schmid
Motion: Lukas Rossmanith
