Ideas benefitting humankind (and Stockholmers)

Challenge
The Nobel Prize Museum is located in the middle of Stockholm. Every day at 11 am a line of visitors stretches far out into the square. Fantastic! Despite its location the line almost exclusively consists of tourists. The challenge for the Museum is to start attracting Stockholmers.

Solution
The Nobel Prize Museum is a relatively small museum with vast content. To some, the science and art behind the ideas that have changed the world can be difficult to grasp. Intimidating even. With an extensive out of home campaign we targeted the Stockholmers in a new tone of voice, lowering barriers, by mixing all the things the museum offers apart from the ideas that have benefitted humankind.