Smithsonian Institution (proposed)
Creative Direction | Copywriting | POP | Outdoor | Print
This was a campaign created for the entire Smithsonian Institution.
From high praise from the Freer and Sackler’s Director of Public Relations – based on their research on the success of the “Zen in the City” campaign – we were given a chance to pitch the new “Business Ventures” division of the Smithsonian Institution.
The concept was simple: Instead of trying to show everything, choose iconic images from the various museums and feature in bus shelters, on the metro, postcards, print. I created the campaign off the ad I had created for the “Be A Tourist in Your Own Hometown,” citywide campaign just one month after the horrific attack in New York and on the Pentagon.
My tagline, “16 museums, galleries and the National Zoo” was to remind people that the Smithsonian Institution wasn’t just one building. And because each ad represented something special to “wrap ourselves in” I added “Wrap Yourself in America” to bring us all closer together.
As the story goes, this was a campaign that was “ours to lose,” which we did. We’ll leave it at that for now.
I personally think it is a fantastic campaign. So did the Smithsonian.
(Sorry, don’t have larger shots. Still searching old backups)
Dinosaur Bus Wrap to “follow” to the Museum of Natural History