The Museum of Pop Culture | Reasons to Visit Campaign
Get into it.
Creative
The Museum of Pop Culture (MOPOP) in Seattle is the only museum solely dedicated to the world-shaping, constantly changing power of pop culture. But after a series of name changes and brand evolutions, visitors were left confused about what exactly goes on inside the iconic guitar-shaped building and why they should visit.
Our task? Help evolve MOPOP’s look and drive more visitors to the museum–but more importantly, make it clear what MOPOP is all about: connecting pop culture to the people who create it.
The Challenge
Distill an incredibly multi-faceted institution into one easily accessible campaign. Media and Creative teams collaborated to approach concepting with a segmented audience approach–telling the brand story in digestible pieces most compelling to each audience.
From there, Creative created a design system and tagline that felt specific to MOPOP, but modular enough to tell an evolving brand story and flex between audience priorities. With modularity, motion, and a CTA built in, ‘Get into it’ was the perfect balance of flexible and distinct. And better yet–the finished campaign won a Bronze Cascadia Creative Award for Brand Design!
For in-market audiences around Seattle, we focused on the community value of a relationship with MOPOP, using experiential imagery and emotional language. We aimed to get across the value of multiple visits to MOPOP, beyond just novelty.
For out-of-market audiences, we highlighted the unique experiences (and selfie opportunities) MOPOP provides. Imagery included iconic landmarks like the Space Needle or highlighted tourist UGC, and used genre language for mass appeal.
