Cannes Lions

NATURAL HISTORY MUSEUM

DDB CHICAGO, Chicago / FIELD MUSEUM / 2013

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Overview

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Credits

OVERVIEW

Description

While there are creatures of light that we are all familiar with e.g. fireflies…most of the organisms featured are from parts of the world (including under the ocean) that we seldom see or have never heard of. The challenge was to uniquely classify these creatures as the only creatures that make their own light and to reach a broad audience (young and old) by bringing them into our more familiar world.

Execution

Since all the organisms had one thing in common (creating their own light) we presented these creatures in ways that people could best see their amazing feat. Using dark and dramatic landscapes not only showcased their magnificent color and magical glow, but created a storybook romance that enhanced their glory.

Outcome

Attendance goals for this exhibit were exceeded by a double-digit percentage.

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