Australian Museum — Why?

Australia’s oldest museum had been closed for a year for renovations, and they invited us to pitch for their big reopening launch.

For our pitch-winning idea we decided that rather than just tell people the museum is open and invite them in, we would entice them in by igniting their childlike curiosity with intriguing questions based around every kid’s favourite word - ‘why?’

It worked so well the museum welcomed triple the visitors they expected when reopening.