Genetics: Decoding Life Exhibit
How do you make a Genetics Exhibit seem exciting and matter to the average Chicagoan? Living billboards that helps explain why we are who we are, of course. Actors wearing t-shirts posing curious questions about themselves walked through public areas and crowded Chicago bars, to announce the opening of the Museum of Science & Industry’s Genetics exhibit handing out fliers and t-shirts. The PR received from local tv stations was priceless due to the budget constraints. The campaign also included outdoor advertising on bus shelters and subway trains. Beautiful portrait photography and headlines that challenged conventional norms about how we perceive one another caused this campaign catch people’s attention.. The exhibit exceeded clients expected attendance results.
Produced and managed creative process and teams. Defined brand tone of voice, collaborated to define brand identity and strategic direction based on MSI’s exhibit offerings.