Celebrating Imagination through Corrugation
Exploratorium: WildCard
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
Drive "must-see" attendance for visitors and local families and remind them the Exploratorium is for adults with and without children.
Strategic Decision
The A-Ha Moment
“What?! A life-size cardboard world? Where? This I gotta see.”
The Creative
WildCard (we named it) is the Exploratorium’s large-scale art installation that has to be personally witnessed (and walked through) to be believed. It’s a phenomenon that requires active participation. We took that idea to heart by intentionally making our creative marketing transport people into that cardboard reality.
Cardboard is the classic childhood medium of imagination. The playful, DIY, 3-D aesthetic of our ads honored that kid-like curiosity on outdoor shelters, street pole banners, wild postings, and Bay area tourist buses—teasing the alternate world that visitors would inhabit at the WildCard exhibit.
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.