The Museum of Science and Industry, Chicago (MSI) recentlyopenedthe world premiere of Robot Revolution, supported by Google.org, an interactive exhibit developed and created by MSI and featuring a cutting-edge collection of robots from around the world. To promote this unprecedented exhibit, HY Connect developed a fully integrated campaign, including the exhibit’s logo.
“It couldn’t be a timelier exhibit, as robots become more prevalent in our everyday lives,” said HY Connect VP, Creative Director Tony Bonilla. “We explored a lot of different paths creatively for this exhibit and are really happy the finished work evokes a sense of excitement.”
The campaign was designed to depict the robots featured in the exhibit as “superheroes”, ready to help and improve the lives of mankind. The bold, bright visual look is reminiscent of a movie poster with robots in the starring roles. The advertising extends an invitation to “humans” to join their robot friends in the revolution now underway at MSI.
The multi-platform advertising launched earlier this summer with the opening of the exhibit and includes radio, digital, out of home and print. A “revolutionary” digital video brings the exhibit logo to life and runs as part of a pre-roll digital program: https://youtu.be/V62OF0sZuvk. The campaign will run in support of the exhibit through January 3, 2016, and will continue to be used in other markets where the exhibit travels.