Mesmerizing the Bay Area with Kinetic Creatures
Exploratorium: Strandbeest
Client
Exploratorium
Services
Identity & Naming
Brand Strategy
Advertising & Conceptual Development
Marketing & Communications Strategy
Strategic Messaging & Positioning
Creative Production
Research, Measurement & Analysis
Media Planning & Buying
The Challenge
Spark the interest of San Francisco's summer tourists to visit the Exploratorium over more well-known, established Bay Area attractions.
Strategic Decision
The A-Ha Moment
I've got to tell everyone I know to see this.
The Creative
We were tasked with helping the Exploratorium bring artist Theo Jansen’s Strandbeests (“Beach Animals” in Dutch) to their Embarcadero location during the global exhibition’s first tour of North America.
We drew strolling visitors in by showcasing the attention-grabbing visuals of these unique, self-propelled creatures through street banners, wild postings, outdoor shelters, and Bay area tourist buses.
With a focus on experiential, experimental and inclusive works, the Exploratorium is a fitting exhibit space for Jansen's work. His creative process behind Strandbeest: The Dream Machines of Theo Jansen perfectly embodies the Exploratorium’s interdisciplinary and inquiry-based approach to art, discovery and learning.
— SF TRAVEL
In addition, print ads, digital banners, social media, and videos were produced to announce the Exploratorium’s program of live demos, artist meet-and-greets, and the opportunity to build and share your own Strandbeest.
The Results
Summer exhibition attendance exceeded gate forecasts of over 120%.
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.