British Museum
Creating excitement and playing our part in attracting 850,000 visitors — against a target of 500,000.
The British Museum’s most successful exhibition since Tutankhamun in 1972.
The challenge
The First Emperor was the first time the famed terracotta army had left China. We were briefed to create the campaign that would publicise it, with an ambitious target of 500,000 advance tickets.
Our approach
A once-in-a-lifetime opportunity needed the widest possible audience. We engaged it with a multi-faceted, cross-platform campaign and some thrilling launch events.
What changed
Tickets sold out so fast that the museum extended its opening hours until midnight. The exhibition drew over 850,000 visitors, and the campaign won a DBA Design Effectiveness Award.