Washington D.C. “The Museums are Free”

Task:

Create an campaign to boost travel to museums in Washington DC.

Strategy:

I focused on the fact that most museums in DC are free. This inspired the campaign "Yes, They’re Really Free." Tired to achieve playful, comedic tone for the billboards, encouraging visitors to take advantage of the free entry and visit the museums during their stay in the city.

Campaign:

Straight forward Billboards with progressing text

Execution:

Three Bill Boards in succession, placed on highway before entering city.