SAS 2016
BugLab was 2016’s signature ticketed exhibition for Te Papa - in partnership with WETA Workshop – and we were appointed by WREDA and Te Papa to create a distinctive positioning and campaign that summed up the exhibition’s four key ‘pillars’.
SAS 2016
‘See Unbelievable’ was a strong, intriguing foundation… that talked to the stories, the craft, and the experience.
But with the exhibition still being designed and constructed… our first challenge was to inspire ‘non-Wellington’ audiences to plan a visit… with no way of showing them what they would see.
SAS 2016
Our creative approach focused on key ‘abilities’ featured in the exhibition… but conveyed them in language that was less ‘science class’… and more ‘X-men’.
This launch ‘trailer’ - targeted to 8-18 year olds during the October school holidays - stood out by presenting a mysterious, almost unsettling invitation to enter a different, alien world.
SAS 2016
This was followed by online videos and outdoor executions, that extended the theme while referencing specific abilities from the exhibition, through the same ‘superpower’ filter.
SAS 2016
This was followed by online videos and outdoor executions, that extended the theme while referencing specific abilities from the exhibition, through the same ‘superpower’ filter.
SAS 2016
This was followed by online videos and outdoor executions, that extended the theme while referencing specific abilities from the exhibition, through the same ‘superpower’ filter.
SAS 2016
And once the exhibition was about to open, a second phase ‘lifted the lid’ on the craft and detail that visitors could expect to see… while still teasing at the ‘unbelievable’ stories and experience. This messaging ran in outdoor, and online banners.
SAS 2016
This campaign resulted in some of the strongest attendance to any Te Papa ‘feature’ exhibition - substantially exceeding previous benchmarks and campaign KPIs.
Campaign material has since been adapted for overseas exhibitors as BugLab continues its global tour.
