Field Museum - Always Be Discovering
Historically, The Field Museum promoted individual exhibits without giving much attention to its own brand. As a result, visitation would spike when a blockbuster hit came to town and wane when it left. That’s because compared to other museums in Chicago, our Explorer target perceived the Field to mainly have “really old stuff behind glass.” The truth was, the Field had millions of fascinating artifacts and experiences for curious, experience-seekers looking to expand their minds and their horizons. The Always be Discovering campaign gave the Field a first-ever unified identity. It was designed with the freedom to promote individual exhibits in unique ways while reinforcing the overall brand in new and surprising ways. It challenged misperceptions by exposing Explorers to things they didn’t even know they were interested in and modernized the museum’s image by consistently bringing exciting experiences out from behind the glass. The award-winning campaign brought increased attendance, surpassing visitor goals for all exhibits by an average 53%.
To make The Wonder’s of the World’s Fair experience as authentic as possible, the campaign, which included an immersive mobile app, acted like a time machine, allowing viewers to literally see what astonished the world in 1893.
We brought Mythic Creatures to the streets of Chicago, forcing our target to reconsider their notions of fantasy and reality.
Go on the Account gave people a taste of real pirate life to prove that, sometimes truth is more intriguing than fiction.
For the 10th Anniversary of Sue’s arrival at the Field Museum, we announced that she had escaped and was defying boundaries in ways never seen before.