Try mushrooms

Challenge
Shomei’s task for the Nobel Prize Museum is to strengthen its attractiveness over time, and to communicate the museum’s exhibitions. During the fall of 2023 the museum presented Fungi – in Art and Science. An exhibition showcasing an exciting mix of scientific breakthroughs and pioneering art. The campaign needed to attract young (aged 18-30) Stockholmers who may not even have heard of the museum.

Solution
Although mushrooms have been widely discussed in media lately the message needed to challenge and be daring. The solution is an approach that, maybe, flirts with something seemingly shady while giving an opportunity to satisfy curious thirst. A message consisting of two words: Try mushrooms!