[imaginative > generative]
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National geographic museum of exploration ‘the campaign you could only imagine’
Market: Washington DC
Media: Out-of-Home
Agency: Terri & Sandy NYC
Credit: Creative Director, Copywriter
Nat Geo was about to open its first-ever Museum of Exploration in Washington DC, but awareness remained worryingly low. Tourists would be stuck on autopilot to legacy museums like the Smithsonian. The smart media buy was made: out-of-home across the city with a focus on public transport. The creative task: snap visitors out of autopilot and re-route them to the Museum of Exploration. With unlimited rights to Nat Geo’s image archive, a photo-driven campaign was a no-brainer. Luckily we used our brains and saw the catch. Bus and metro OOH sites can never do justice to the experience of seeing them in a world-class exhibition space. We’d be selling the photographs AND the museum short. We had to find another way to do what Nat Geo does better than any other. So using nothing but words, iconic yellow and black design, and the physical context of each OOH site, we made people dream.
