"Curious" Brand & Experiential
Marketing Campaign
Evoke curiosity. Instigate debates. And do it all in a compelling brand campaign that will inspire young professionals to visit The Franklin Institute Science Museum.
That was the challenge. The campaign my art director and I developed to rise against it was "Curious?" Complete with a traditional print campaign, a guerilla marketing campaign that spanned an entire city, and a user-generated microsite, "Curious?" inspired Philadelphians to open their eyes to the extraordinary wonders that surround them everyday.
PRINT
Copy: From the delicate balance of nature to the tipping point of consumption. And everything in between.
Copy: From the precision of Swiss Engineering to the mysteries of time. And everything in between.
Copy: From the science of medicine to the art of healing. And everything in between
Copy: From raw power to awe-inspiring beauty. And everything in between.
Copy: From the complexity of human genetics to the mystery of human beauty. And everything in between.
Out Of Home
Franklin Institute Moth Billboard
A three-vinyl replacement billboard for the "Curious?" Campaign. Each creative was left up for 1-2 weeks
A three-vinyl replacement billboard for the "Curious?" Campaign. Each creative was left up for 1-2 weeks
and then was replaced with new creative containing more moths. These billboards ran in and around the Philadelphia area.
Sun Fade Billboard
Similar to above, over the weeks, a question mark mysteriously "faded" onto the billboard (due to less UV coating on that particular area.)
Similar to above, over the weeks, a question mark mysteriously "faded" onto the billboard (due to less UV coating on that particular area.)
Experiential Marketing Campaign
Curious Stunts
Curious Paintings: Actors were hired to paint interpretive question marks in Rittenhouse Square Park. When pedestrians stopped to question them, they were handed postcards asking what makes them curious.
Curious Flash Mobs appeared in parks at various times throughout the curious splash week.
Actors and their dogs were hired to shave question marks in their hair and walk together around the city.
Skyline made Curious: To reinforce the campaign and rouse people's curiosities, we lit up the side of The Cira Center with our question mark. It was displayed a few days a week for several weeks.
Curious Grass Mound: In an effort to transform the city into a curious playground, we worked with landscape architects to create a question-mark shaped grass mound installation in Philadelphia parks.
Curious Promo Pieces
Curious T-Shirts with thermochromatic ink. The word "curious"
disappears/reappears when exposed to hot or cold temperatures.
Curious Chocolates with mysterious fillings.
Curious Film Projections
A short film was created and streamed on various city streets.
A short film was created and streamed on various city streets.
Curious Flipbooks
Copy: There are those calm moments when for sanity's sake you fool yourself into thinking the world really is quite simple. Predictable even. Then it snows in May or you find a bird's nest in your exhaust pipe. Whatever it is, it's always just enough. It's like the world laughing at you every time.
Copy: So go ahead, raise questions, raise eyebrows, raise havoc. Because a life without curious is nothing.
Curious Postcard Project
As a part of The Franklin's city splash, branded postcards were hidden throughout the city, as well as handed out to pedestrians asking what makes them curious. The responses were then compiled into a Franklin branded microsite and book.
Postcard Copy:
walking sticks. stalactites. that black hole in the universe where all the pens go.
we wanna know what makes you curious.
scribble it. sketch it. smear it on if you want to. just as long as you send it.
we wanna know what makes you curious.
scribble it. sketch it. smear it on if you want to. just as long as you send it.
Curious Microsite
