National Geographic Society Promotes the Launch of the National Geographic Museum of Exploration in First Campaign from Terri & Sandy

Imagination is the medium in over one hundred OOH executions running throughout the year across the D.C. metro area

The National Geographic Society has officially opened the doors of the National Geographic Museum of Exploration, a physical manifestation of the Society’s over 138-year mission to use the power of science, exploration, education and storytelling to illuminate and protect the wonder of our world. Located in the heart of Washington, D.C., the sustainably-built public museum features National Geographic–curated exhibitions and immersive experiences that build on National Geographic Society’s legacy of advancing knowledge and inspiring global action.

To welcome people to the museum, the Society worked in partnership with independent advertising agency Terri & Sandy to create a campaign that sparks curiosity before visitors ever arrive, inviting people to imagine the discoveries, stories and wonders waiting inside.

The campaign marks Terri & Sandy’s first work for the Society since being selected as their creative brand partner earlier this Spring.

“The Museum of Exploration was designed to inspire curiosity and Terri & Sandy creatively took it one step further bridging inspiration with imagination,” said Jenn Chick, chief communications, marketing and brand officer at the Society. “We invite visitors to unlock their own sense of wonder through the incredible discoveries and stories that await them inside—and this partnership provided the creative energy needed to bring this exciting new chapter to life.”

Terri & Sandy drew from one of the most powerful symbols of the National Geographic brand – the iconic and instantly recognizable yellow border – to turn ordinary out-of-home executions into prompts for the imagination. With over one hundred placements rolling out across the D.C. metro area, from buses and billboards to airport and Metro station takeovers, the campaign serves as an invitation for people to “See Things You Could Only Imagine,” making Washington, D.C. itself an extension of the museum experience.

The work comes to life through multiple creative manifestations of the yellow border. Some feature strikingly simple nods to visitors pondering exhibits, while others employ stats and facts inspired by exhibits in the museum. For example, a true-to-size yellow line in a metro station corridor depicts the time it would take to walk through a Himalayan storm, while a stretch of yellow the length of a city bus shows the enormity of a mighty Spinosaurus. In all ads, the yellow border symbolizes a blank canvas, ripe for people’s own imagination and exploration.

“See Things You Could Only Imagine” will run throughout the year and extend into paid and organic social, digital, streaming and CTV.

“We had an incredible opportunity with this work to introduce the first-ever National Geographic Museum of Exploration,” said Amy Ferguson, Chief Creative Officer, Terri & Sandy. “For a brand that’s inspired exploration for more than a century, it felt more interesting to invite people to imagine what’s inside than simply show it to them. There’s something playful and very National Geographic about that idea. We wanted to spark a sense of exploration before visitors even set foot through the Museum’s doors.”

To learn more about the National Geographic Museum of Exploration, visit: https://moe.nationalgeographic.org.

Source: Terri & Sandy

  Advertising, Campaign, Launch, Marketing, National Geographic, National Geographic Museum of Exploration, National Geographic Society, OOH, Terri & Sandy, Washington D.C.