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The Museum of Science and Industry has long been an exciting education location in Chicago. As the largest museum in the Western Hemisphere, MSI offers a more interactive, hands-on experience compared to other museums. Yet, over the years, it has seen a deficit in people's curiosity, as many of the answers to people's questions can be answered with the touch of a button. As such, MSI sought to reignite the sense of wonder that makes science something to be celebrated.
MSI and VSA teamed up to spark a new sense of curiosity and inquisitiveness in the people around Chicago. Asking provocative questions of life, science and everything in between, displays around the city sport the tagline "Long Live Curiosity" and the caption "Feed your need to know." A new brand narrative grounds the integrated program, bringing to life the Museum’s mission to “inspire the inventive genius in everyone” by posing thought-provoking questions about everyday subjects. The creative work is the first manifestation of MSI’s new positioning, which is built on a brand-first consumer experience rather than exhibit-first focus—a divergence from the category norm. Keeping in mind the uniquely interactive learning experience offered at the Museum, questions aim to invoke a desire to dig deeper and experiment with science and life itself.
Although still in early launch stages, the campaign is already proving effective in increasing visits to the Museum. Educators have engaged MSI with interest in adapting campaign materials and Museum exhibits for classroom activities, and work has been highlighted in both local and industry news.