THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM: THE DINOSAUR EXHIBITION

The advert titled THE DINOSAUR EXHIBITION was done by LEO BURNETT & TARGET advertising agency for DINOSAUR EXHIBITION (THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM company) in Romania. It was released in the June 2009. Business sector is Entertainment & leisure.

Credits:

• Type of Entry: Product & Service
  Category: Travel, Entertainment & Leisure
  Title: THE DINOSAUR EXHIBITION
  Advertiser/Client: THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
  Product/Service: THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
  Entrant Company: LEO BURNETT & TARGET Bucharest, ROMANIA
  Advertising Agency: LEO BURNETT & TARGET Bucharest, ROMANIA
  Creative Credits
  Name Company Position
  Mihai Botarel Leo Burnett/Target Sa Copywriter
  Ghica Popa Leo Burnett/Target Sa Art Director
  Emilian Arsenoaiei Leo Burnett/Target Sa Creative Director
  Details
  Results and Effectiveness:
  The campaign ran simultaneously in 5 towns and caught the eye of major TV stations and newspapers. Throughout the exposition, the numbers of daily visitors increased by 200%.
  Creative Execution:
  We buried dinosaur bones all over town and asked people to find them and to re-assemble a skeleton. Instead of a classic campaign, we gave them an adventure. We asked a plastic artist to reproduce the skeleton of a T-Rex, in real size and texture. Then, we spread the bones all over town, burying them in different places like parks and school forums. Then we spread rumours about buried dinosaurs in the neighbourhood.
  Insights, Strategy and the Idea:
  The Romanian Museum of National History organized one of the biggest dinosaur exhibitions in the world, with skeletons from as far as South America. We needed to communicate it to kids and teenagers.