The 20th anniversary of De Jonge Akademie, celebrated with the scientists of the future

De Jonge Akademie (part of the KNAW) turned 20. They wanted to celebrate – not with speeches for themselves, but with a day full of science for 500 children who wouldn’t normally have access to it. The question they brought to us: how do you reach those children, how do you make science irresistible, and how do you create an experience that lasts longer than a single day?

We developed Toekomstmakers (Future Makers): a full campaign identity with a colorful, playful style that appeals to the target audience while staying true to De Jonge Akademie. No dry science communication, but provocative questions like ‘Who owns the ocean?’ and ‘How heavy is your brain?’ paired with striking visuals of jellyfish, brains and microscopic worlds.

How we got 500 kids hooked on science for a day

We translated the science itself into four ‘worlds’ for children to explore: Proefpioniers (Experiment Pioneers), Gezondheidshelden (Health Heroes), Verhalenmakers (Story Makers) and Mensenkenners (People Experts). Each with its own color, icon and character.

To make the day tangible, we created a stamp card that guided children through all the worlds. Filled it up? Claim a reward at the bar. But the real gift was the card itself: made from plantable paper. Put it in a pot with soil and watch the future bloom. The message became something to literally take home.