Challenge: To launch a children’s book during a time where books are losing the battle for children’s attention.The objective: Create as much buzz, attention and PR as possible - and in the end, sell at least 15,000 copies of the latest Doktor Proktor book.

The creative strategy: A big monster exhibition at the Natural History Museum - of animals you wish didn't exist.The outcome: Beyond our imagination. See below.

The creative idea: A big exhibition of full sized monsters - “Doktor Proktor’s Sensational Collection of Animals You Wish Did Not Exist”.Starring the Moon Chameleon as the main attraction, but also showing 23 other animals you really wished didn’t walk the earth. Some of them from the books, and some of them we made up.

We contacted Norway’s most famous puppet maker and his team of artists – and asked the Natural History Museum in Oslo to host the exhibition. They were all enthusiastic about the project – and the exhibition would never have come to life without their positivity, dedication and great efforts.Together with the exhibition we also came up with the idea to write a children’s book about the animals of the exhibition. So we made that one as well – and put it out for sales in book stores all over Norway.

- Headlined the TV news twice during prime time on Norway’s biggest TV broadcaster (NRK), once even live from the exhibition.- Massive media coverage; front pages on national newspapers, headlined national radio news and an endless number of articles in both printed and online media.

- It is by far the most media covered promotional campaign in Norway for years.- A new all time high attendance records for the museum – so far 75,000 people have visited.- Every second child of Oslo has attended- The book went to no 1 of the sales chart of all literature – as the first Norwegian children’s book ever.

- The three Doktor Proktor books have sold over 70,000 copies (extremely high in Norwegian standards) since the opening.