For its 40th anniversary, Autoworld Museum Brussels created The Moving Museum, an OOH campaign that took three cars from its collection onto the streets of Brussels as actual taxis. Developed with agency Superkraft and taxi partner Taxis Verts, the campaign gave passengers an unexpected ride in a Ferrari Testarossa, a 1966 Ford Mustang or a royal Cadillac, bringing the museum’s automotive collection into everyday city journeys.
Three Museum Cars Take on Taxi Duty
Instead of displaying the vehicles behind museum walls, Autoworld sent them into regular city traffic as working taxis.
Passengers could book a ride through the Taxis Verts app as they normally would. The surprise came when one of these historic vehicles arrived to pick them up. Members of the Autoworld team drove the cars and shared their stories with passengers during the journey.
The vehicles also carried distinctive Sputnik taxi signs, making their unusual role visible on the streets. The idea was simple: let the collection meet people where they already are, rather than asking people to come to the museum.
Three Cars, Three Different Histories
Each taxi brought its own story into the passenger experience.
The royal Cadillac had a particularly significant connection to Belgian history. According to Autoworld, it was used for the wedding of King Albert and Queen Paola in 1959, and again for the wedding of King Baudouin and Queen Fabiola in 1960.
The Ferrari Testarossa carried a different kind of cultural recognition. Its distinctive design made it one of the most recognisable Ferraris of its era, while its appearance in Miami Vice helped establish its place in popular culture.
The 1966 Ford Mustang represented another chapter of automotive history, associated with American performance and freedom.
Together, the three vehicles gave passengers more than an unusual ride. They turned a routine taxi journey into an opportunity to encounter the stories behind cars they might otherwise only see in a museum.
When the Collection Becomes the Outdoor Media
The strongest part of The Moving Museum is the way it uses the museum’s own collection as its medium. Instead of creating a conventional outdoor advertisement around the cars, Autoworld put the cars themselves into the city.
The taxi format gave the idea a practical reason to exist. These were not simply classic vehicles driving around for attention. They were taking bookings, collecting passengers and doing the job of ordinary taxis. That distinction made the surprise part of a real-world interaction.
The campaign’s OOH approach came from the movement of the vehicles themselves. Each journey brought the museum’s collection into public view, while the Sputnik taxi signs made the unusual vehicles recognisable as part of the activation.
A Museum Experience That Leaves the Building
The Moving Museum makes a strong case for taking a brand’s most distinctive assets beyond their usual setting. Autoworld did not need to recreate its collection in an advertising format. It had the real cars, their histories and the people who could tell those stories.
The result was an outdoor activation built around genuine objects and unexpected passenger encounters. For Autoworld, the city became an extension of the museum. For a passenger expecting an ordinary taxi, the journey became a brief encounter with automotive history.
Explore more OOH campaigns on Campaigns of the World.
Credits
Agency: Superkraft
Client: Autoworld
Client contact: Sebastien de Baere, Julie Daene
Managing partners: Lien Brouillard, Sam Lagaert
Creative Director: Koenraad Lefever
Strategic Director: Jef Raeman
Account team: Jana Maes, Luna Van Hoye
Creatives: Girbe Bogaerts, Yannick De Haes
Design Director: Caroline Vanneste
Design: Nicky Silversmet
Motion & Montage: Manpaard
DOP:Jurgen Geevels
Sound: Maarten Leemans
