NIGHT AT AUCKLAND MUSEUM

Overview

Night at Auckland Museum is an annual series of kids & family focused evenings at the Museum. Bringing the spaces, objects and ultimately the stories of Auckland Museum to life through live performances, interactive games, and fun activities.

The objective was to create a campaign style and visual that would form the backbone of all campaign activity but remain flexible enough to be repurposed each year to align to the seasons theme.

To achieve this we created a single hero assets which spoke to the excitement of visiting the museum after dark and then adapted this hero asset each year with an animated introduction to differentiate the campaign year by year.

My Roles & Responsibilities for this project included overall Creative Direction for the video hero asset, Campaign Management, Social Media, Content production and graphic artworking of hero assets.

Wild things!

The objective was to create a campaign style and visual that would form the backbone of all campaign activity but remain flexible enough to be repurposed each year to align to the seasons theme.

Secrets Shhh!

Following the success of Wild Things! a second season of Night At Auckland Museum was commissioned called Secrets Shhh! The popularity of the first campaign led us to use the hero video asset again for the second season.

To distinguish between the first and second season we commissioned an animated intro and outro based on the theme of the NAAM production.

Working with our external animation agency we developed a series of characters and a short animated sting. This direction flowed through to other campaign assets and the characters were repurposed for social media content.

Grr! Ask me anything!

Basil the dinosaur is an (almost) life size animatronic dinosaur Dryosaur and is a favourite with visitors to the museum. Basil makes appearances at many public events and has a lead role in our Night at Auckland Museum productions.

Taking the character developed for the Night at Auckland Museum Secrets Shhh! campaign I developed a series of small animated posts with the idea of a Basil the Dinosaur AMA whereby the public could ask questions of Basil to which he would answer on the night.

Results

The Night at Auckland Museum campaigns would prove to be two of the most popular events at the museum in some years, selling over 10,000 tickets and selling out for nearly to weeks.

The promotional video saw a large amount of engagement with parents discussing the events in the comments. Social media activity was encouraged by visitors to NAAM and we saw a large increase in positive social sentiment over the course of the events.