Campaign
Agency - U.Group
Client - National Law Enforcement Museum (NLEM)
We often hear that Millennials prefer experiences to things. To entice the city's young professionals to visit the National Law Enforcement Museum (NLEM), U.Group developed an immersive exhibit which they named, Crimes UnCased. The experience offered Museum-goers the chance to put their crime-solving skills to the test to win $25,000. Upon entering the Museum, visitors were given a “case file” introducing them to the Queen of Diamonds, a fictitious criminal whose identity along with her anonymous crew could only be revealed by combing the Museum’s several hundred other exhibits. When a visitor succeeded in discovering the true identities of the Queen and her partners in crime, they were entered in a drawing for the chance to heist some dough themselves. The experience ran for 10 weeks and was teased to target audiences through a digital advertising campaign and influencer marketing which turned DC’s hottest lifestyle influencers into brand ambassadors.
Jeff Walter - Creative Director
Jesse Kirsch - Art Director
Justin McCarthy - Copywriter
Zaid White - Interactive Art Director
Charlie Feinerman - Strategist
Michael Brophy - Motion Designer