The Extreme Mammals exhibition at the Field Museum was all about the bizarre world of some of the most extreme mammals ever to walk the earth. So when we developed the creative it only made sense not to give away the show in the advertising. Letting people guess what these creatures might be seemed far more interesting and impactful. So we launched with a teaser campaign announcing their arrival, only these creatures didn’t arrive in normal crates but extreme crates. Then we followed with a campaign revealing a bit more information while still creating riddles only to be answered by going to to exhibition.
RESULTS: The Field exceeded their goals by 150%. The projected attendance for the entire Extreme Mammals exhibition was 254,599 and in the end they sold over 389,414 tickets.
CREDITS: CCO: Ewan Paterson, Group CD: Karin Rose, CD/Head of Art: Paul Cohen. CRATES EXECUTION: Art Director: Matt Collier & Wayne Robinson, Copywriter: Matt Collier & Wayne Robinson. COLLAGE EXECUTION: Art Director: Kathy Petrauskas, Copywriter: Nick Marrazza, Graphic Design: Lindsey Stuart / Cody Petruk / Silas Reeves, Art Buyer: Suzanne Koller, Producer: Katie Koehler Reed, Project Manager: Andrea Langley, Account Director: Susan Lulich, Account Supervisor: Katie Bernasek, Account Manager: Lauren Scholder, Account Manager: Bridget Kennedy.