Steve McKeown
Creative Director at Brokaw
Cleveland, Estados Unidos
TítuloBodyworlds Elevator
Campaña Look Inside - Body Worlds 2
Anunciante Great Lakes Science Center
Marca Bodyworlds
PostedAgosto 2005
Sector Empresarial Ferias, eventos y festivales
Sinopsis As humans, we are fascinated with our bodies and the intricate systems that comprise us. While we may each look different on the outside, peel back our skin, and we all look pretty much the same. Brokaw plays on this innate curiosity to promote Body Worlds 2, an awe-inspiring and controversial anatomical exhibit on display at Cleveland’s Great Lakes Science Center. Featuring more than 200 real body specimens including more than 20 whole bodies, healthy and unhealthy organs, body parts and transparent slices—all preserved through a patented process called plastination—the exhibit provides a unique opportunity to view the complexity of the human body while learning about health and the significance of lifestyle choices.
Filosofía The exhibit is mind-blowing. So we thought it only fitting that the advertising campaign deliver the same aesthetic jolt. To achieve this, we used images of the bodies and body parts to create interactive mirror clings (hung in bars, coffee shops, and health clubs), guerrilla elevator signage (hung in downtown Cleveland parking garages), and college campus go-cards—as well as breakthrough print, outdoor and radio. Each medium tempts the viewer or listener to “look inside.”
Medio Cartel
Mercado Estados Unidos
Responsable de conceptos / redactor
Director artístico
Director artístico
Responsable de conceptos / redactor
Director creativo
Responsable de conceptos / redactor

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