Re-branding the Franklin Institute

We think this is neat. The Franklin Institute, a well-known museum in Philadelphia, recently underwent a re-branding, but they started "curiously" in-house.

Overnight, the campaign began by planting questions marks all over the building, with the employees completely unaware. On May 8, they found the question marks everywhere and received t-shirts with the new branding message "Curious?". They discovered the ?'s in the same way that consumers would discover them in the city.

This got the employees all amped up and behind the new three-week campaign before it even began. Then, the question marks showed up on dogs, shaved heads, in the grass at LOVE Park, Rittenhouse Square and Washington Square, and projected videos ran on the PECO Building and the Cira Center.

Everything in the campaign directed you to this microsite.

Neat!