The campaign reflects this cultural phenomenon–Gen Z appropriating codes of an earlier era–transforming it into an effective narrative device. By showing young adults moving and grooving to popular beats from the ‘60s, ‘70s and ‘80s, we demonstrated the persistent appeal of these decades, while elevating simple nostalgia to a refreshing touch for the Museum.
The takeaway is clear: this generation borrows these codes, but didn’t invent them. A rebellious narrator lets us gently tease younger audiences while validating those that came before, ultimately highlighting the relationship between Gen Z, their parents, and their shared appreciation for the artists featured in Retro.