HY Connect helps launch the world premiere of MythBusters: The Explosive Exhibition

Posted by on Apr 2, 2012
HY Connect helps launch the world premiere of MythBusters: The Explosive Exhibition

MythBusters AdHave you ever wondered if you can pull a tablecloth out from a fully set table? Or if it’s possible to blow down a house made of bricks? The public’s fascination with finding answers to these kinds of questions has created a huge fan base for Discovery Channel’s MythBusters, an Emmy®-nominated series that aims to uncover the truth behind science’s popular myths and legends. Now, for the first time ever, families will be able to do their own MythBusting at the Museum of Science and Industry, Chicago (MSI) with the debut of MythBusters: The Explosive Exhibition. The exhibition will be supported by a new advertising campaign from HY Connect highlighting the exhibition’s interactive MythBusting experiences for all ages.

MythBusters: The Explosive Exhibition will help audiences young and old discover how engaging and exciting science can be at the Museum of Science and Industry,” said MSI Vice President and Chief Marketing Officer Rob Gallas.

The advertising campaign developed by HY Connect uses the phrase, “Don’t try this at home, Try it at MSI” embossed on yellow caution tape to not only tie into the show, but also reinforce that MSI is the place for fun, hands-on learning. Several myths featured as experiments in the exhibition are dramatically brought to life in the advertising campaign, specifically in print, digital and TV executions.

http://www.youtube.com/watch?v=PI7p5y208b4&feature=relmfu

“This amazing exhibit proves once again that science rules at MSI,” said HY Connect Vice President, Creative Director Tony Bonilla referring to the Science Rules! at MSI brand campaign theme introduced last year by the agency on behalf of MSI. “We wanted to make sure the campaign reflected the scientific curiosity and fun of both MSI and MythBusters.”

MYTHBUSTERS: THE EXPLOSIVE EXHIBITION™ is organized by Exhibits Development Group and Geoffrey M. Curley + Associates in collaboration with Discovery Communications and the Museum of Science and Industry, Chicago.  MythBusters Developed and Produced by Beyond Entertainment Limited.

MythBusters: The Explosive Exhibition will run at MSI from March 15 to September 3, 2012. For more information about the exhibition, visit msichicago.org.