When the Field Museum decided to launch a major exhibit entitled “The History of The Horse,” we knew we had our work cut out for us. After all, the Field is known for creating a sense of wonder and discovery with larger than life relics like mummies and dinosaurs, generate enthusiasm for something so commonplace as the horse was going to be a challenge. With that in mind we wondered where would the world be without the horse… which led to a witty and provocative campaign that made people realize just how irreplaceable the horse is.
We also generated buzz on Michigan Avenue by creating a fun, attention-getting interactive horse race game with, of course, no horses. Instead, we utilized the iconic images of the Trojan Pig, Napoleon and Llama. Using their smartphones as a controller, people could pick a character and race against each other to the winner’s circle. Whether you played, placed your bet or just stopped to watch, everyone seemed to enjoy it. See it here.
CREDITS:CCO: Ewan Paterson , Group CD: Diane Ruggie, CD: Karin Rose , Art director: Adam Glickman, Copywriter: Craig Fiegen Art, Producer: Suzanne Koller, Print producer: Katie Koehler Reed, Account manager: Katie Bernasek