Advertising Campaign

The Ask
Create an advertising campaign for the Newseum, a museum that celebrates news and journalism.
Challenge
The Newseum is selling their building in Washington DC, leaving them without a physical location for the time being.
Solution

Create a campaign that brings the experience of the Newseum outside of the building. 

The Brief

Background:
The Newseum is an inspiring, powerful museum that celebrates the freedoms that the 1st Amendment guarantees to all Americans. The main focus is honoring and preserving the freedom of the press and highlighting how journalism affects how major historical events are remembered.
Challenge:
The Newseum is selling their current building in Washington DC, leaving them without a physical location. The Freedom Forum hopes to find a suitable location to serve as the Newseum’s next home, but that process will take time. How can the Newseum stay relevant while they undergo this transition?
Brand Truth:
The Newseum isn't like a normal museum where the content matter stays the same. The Newseum combines technology and storytelling to create an experience that is rooted in history but updated on a daily basis.
Opportunity:
Reframe the challenge as an opportunity. The lack of a physical location actually allows the Newseum to be more nimble and up-to-date in demonstrating the power of journalism. 
Strategy:
Newseum: History as it Happens. 
To see the research process, click here

Creative

Newseum App:
To help expand the impact of the Newseum beyond the walls of the building, the Newseum App would use AR to immerse users in the historical events that took place at locations around the country. For example, as you hold your phone overlooking the Reflecting Pool in Washington, DC, you can swipe through the different "filters", showing you the different marches that took place there. 
Mobile Newseum:
The Mobile Newseum can be positioned at locations relevant to current events; for example, outside of the Stonewall Inn in New York. It will be filled with newspapers related to marriage equality, going back decades. Visitors will be able to see how history was shaped by how it was reported in the news. The contents of the Mobile Newseum can easily be switched out as different events become relevant. 
OOH Billboards:
To bring the idea of History as it Happens to life, these digital billboards show newspapers falling, representing how a story evolves over time. 
Interactive displays:
The Newseum gives visitors a chance to voice their own opinions on the exhibits they view. These interactive displays bring that same sense of interaction to bus stops and other public places by posing questions that deal with current news stories. Users can cast their vote and click the "find out more" link to see related news articles. 
Educational Kiosks:
Educational kiosks can be installed in spaces such as airports or libraries. These kiosks show a wide variety of topics and give users the ability to see how the news stories surrounding the topics have evolved over time.
Social:
These Instagram stories are similar to the OOH bus stop kiosks, giving users a chance to voice their own opinions on divisive topics. Instagram carousels are similar to the falling newspaper OOH, showing how history changes as headlines evolve.

Team

Check out their work!

Shelby Bass (AD)

Karan Raikar (CW)

Why It Works

This campaign allows the Newseum to stay true to its mission despite not having a physical location.

It gives greater flexibility for the Newseum to stay on top of current events.

It challenges the definition of what a museum is.

Team

Check out their work!

Shelby Bass (AD)

Karan Raikar (CW)

Nick DeLeon / 757-375-4478 / nickmdeleon@gmail.com