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The world premiere of this traveling exhibit was launched recently, by Acart Communications, through a multi-layered campaign. First it began with a teaser video (which you can see below) where people spotted a “UFO.” Naturally the video fueled speculation and discussion on social media and Reddit.
This teaser was followed by an intercepted message by the Aviation Museum itself.
At the same time, they brought the campaign offline into the real world with installations of the crashed shuttle nacelle appearing in a few locations. Starfleet Academy members were on hand to investigate with tricorders, while security officers “guarded” it. If onlookers asked what was going on, they were handed a metal card with a url encouraging them to: Join Stafleet Academy.
If that wasn’t enough, a replica of Captain Kirk’s famous captain’s chair also made the rounds of malls and events, allowing regular folks to get all gussied up like they were part of Starfleet, read authentic Captain Kirk lines (hopefully in the SAME stilted….MANNER) into a moderated Twitter feed.
In addition to the stunts and events, the campaign was supported by traditional media in the form of print and out of home. On the Metro Ottawa print, by the way, they did a news story in Klingon. (!)
I hope the results are great because this will make for one heck of a fun case study. Either way it’s a neat idea, and what sounds like a great exhibit. Kudos to CBS for approving of the use of their intellectual property, too. Check out some more photos below.
Client: Canada Aviation and Space Museum
Agency: Acart Communications
Creative Director/Copywriter: Tom Megginson
Head of Experiential: Patrick Kavanagh
Experiential Project Manager: Jean-Rene Ello
Executive Creative Director: John Staresinic
Associate Creative Director: Vernon Lai
Account Director: Craig Cebryk
Graphic Designer: Patrick Harris
Illustration: Marc Audet, Rocket 57 Illustration
Video Producer/Director/French Adaptation: Emmanuelle Coutu
Videographers: Jérémy Prud’homme , Steven Desjardins
Digital Strategy: Charles Crosbie
Coding: Leighton Rodney
Klingon Adaptations: Klingon Language Institute
Production Managers: Sarah Deschamps, Lynn Norris
The possibility that Donald J. Trump and Bernie Sanders could meet in a debate got us thinking. Creatively.
Some people in media are now wondering whether wealthy people upset with news accounts will come after them.
The Times’s book critics and others on books that feature a Charles Manson-like cult, a modern-day America in which slavery still exists, the observations of Amy Schumer’s head writer and more.
In this year’s beach reading, girls in the titles join cults, obsess over friendships and, carrying on a proud literary tradition, go missing.
The bankrolling of a lawsuit against the Gawker website by the Silicon Valley figure Peter Thiel has led to a debate encompassing broader themes.
Financial services holding company U.S. Bancorp–which is the parent company of America’s fifth largest commercial bank U.S. Bank National Association–will no longer work with New York-based GlobalHue on its multicultural business.
Today a client spokesperson reaffirmed its dedication to “serving diverse and multicultural customers,” adding, “We have a tremendous amount of work underway to be the most trusted choice for these customers.”
The rep wrote, “Because these communities are so important to us, we are assessing our multicultural agency relationships and have agreed to exit our relationship with GlobalHue.”
U.S. Bank does not plan to launch a multicultural review. The spokesperson said that the company would be “taking a different approach [and] speaking with a number of agencies to support our initiatives” moving forward. The agency won the business after a review in September of 2013, and U.S. Bank CMO Jennifer Powell said that the shop “not only understands the multicultural market, but also understands the ever-changing identity of our customers today.”
The last big news from GlobalHue came more than a year ago when FIAT Chrysler parted ways with CEO and founder Don Coleman’s shop, which had been AOR for the Jeep brand for more than five years and created its 2014 Super Bowl spot starring Bob Dylan. At the time Chrysler said that it would not choose another agency of record for Jeep, but that account eventually went to DDB after the client sent portions of its business to the Omnicom shop, FCB and several other agencies.
After the Jeep account left, GlobalHue streamlined its operations and moved its headquarters from Detroit to New York. It then promptly announced the hiring of three new creative leaders, none of whom are currently working at the agency.
U.S. Bank named Carmichael Lynch as its creative AOR last year after approximately 18 months with BSSP. This January, the client launched a rebranding campaign led by Carmichael, its sister PR firm Spong and fellow Minneapolis shop Little and Company.
We have heard of unspecified internal changes occurring at GlobalHue in recent weeks, but reps have not yet responded to our emails.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
