THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM: THE DINOSAUR EXHIBITION

Credits:

Type of Entry: Product & Service
Category: Travel, Entertainment & Leisure
Title: THE DINOSAUR EXHIBITION
Advertiser/Client: THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
Product/Service: THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
Entrant Company: LEO BURNETT & TARGET Bucharest, ROMANIA
Advertising Agency: LEO BURNETT & TARGET Bucharest, ROMANIA
Creative Credits
Name Company Position
Mihai Botarel Leo Burnett/Target Sa Copywriter
Ghica Popa Leo Burnett/Target Sa Art Director
Emilian Arsenoaiei Leo Burnett/Target Sa Creative Director
Details
Results and Effectiveness:
The campaign ran simultaneously in 5 towns and caught the eye of major TV stations and newspapers. Throughout the exposition, the numbers of daily visitors increased by 200%.
Creative Execution:
We buried dinosaur bones all over town and asked people to find them and to re-assemble a skeleton. Instead of a classic campaign, we gave them an adventure. We asked a plastic artist to reproduce the skeleton of a T-Rex, in real size and texture. Then, we spread the bones all over town, burying them in different places like parks and school forums. Then we spread rumours about buried dinosaurs in the neighbourhood.
Insights, Strategy and the Idea:
The Romanian Museum of National History organized one of the biggest dinosaur exhibitions in the world, with skeletons from as far as South America. We needed to communicate it to kids and teenagers.