National Geographic launched its new Museum of Exploration in DC, and we were tasked with announcing it. Instead of just showing what's in the museum, we decided to use a much more powerful type of media: people's imagination. Using only the brand's iconic yellow frame, we created many unique minimalistic pieces that challenged people to use their curiosity and imagination to "See things you can only imagine".
The campaign was all over DC, prompting people's sense of curiosity and exploration in every execution, without ever showing what's actually inside the museum.
The campaign was all over DC, prompting people's sense of curiosity and exploration in every execution, without ever showing what's actually inside the museum.
