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PROBLEM National Geographic's Big Cats Initiative currently operates primarily through the web and digital media; it lacks a direct way to connect with viewers and spur a further emotional and/or physical investment in the cause.
OBJECTIVE Incite philanthropic action, contribution and commitment to the effort through an interactive, educational experience that can be brought to people around the world. SOLUTION Extend the reach of the company's current "Cause an Uproar" campaign by constructing and publicizing a traveling exhibit. The exhibit will be centered around the campaign and its efforts, allowing attendees to "meet" big cats, learn why they are in danger and show them how they can help. The mobile exhibit will visit major international museums and will include family-friendly activities, opportunities for contribution and further engagement, and a means of publicly recognizing all participants. Student project created at Syracuse University's Communications Design program. Project developed entirely by designer from concept to creation, including Exhibit Design, Environmental Signage and Advertising. The National Geographic Society reserves all rights to the “Cause An Uproar” brand and its trademarks. To learn more about the Big Cats Initiative, click here. |
GUERILLA MARKETING
While making stops at major cities around the world, the Cause an Uproar exhibit utilizes advanced technology and a series of interactive experiences to promote interest and attract spectators. The first points of contact with users are guerrilla advertisements placed at frequented pathways of the host city (above). Pedestrians walk alongside projected video footage of big cats in the wild, accompanied by audio and a poster with details about the exhibit. Branded banners adorn the exterior of the venue where the exhibit is housed (below left).
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TRAVELING EXHIBIT
Once inside the venue, museum=goers will be greeted with the branded exhibit entrance (above right). In the exhibit, the interactive experience continues - from echoing the guerrilla ads with projected and holographic technology, to a life-like set mimicking the cats' natural habitat. All components are designed with varying levels of information to connect to visitors of all ages. Guests are also provided with multiple opportunities to donate and commit to the cause, and to share their contributions through take-aways and social media.
Watch the below video for a complete storyboard-style walk-through of the exhibit.
Watch the below video for a complete storyboard-style walk-through of the exhibit.
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Photographs of exhibit entrance and interior courtesy of Douglas Lloyd Photography
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© Elizabeth D McClain
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