I worked within my student advertising agency to develop a campaign for the Museum of Brands, Packaging and Advertising. I realised that to attract professionals between the ages of 20-35 who worked in communications and marketing industries (the Museum’s desired target audience), we would have to create a campaign which predominantly focused on using the Museum’s owned media. When trying to think of ideas to engage this audience, I was motivated by Ogilvy’s words, `when I write an advertisement, I don’t want you to tell me that you find it `creative.` I want you to find it so interesting that you buy the product` (2011, p. 7). This inspired me as a member of the target audience, to think about what would make me want to visit the Museum. This thought process aided me in developing ideas to communicate with my team, which in turn helped us to work together to discuss more ideas and thus create the campaign that we ultimately created. We decided to work on multiple elements to promote the Museum, starting with changing the website to make it more appealing, producing newsletters which would be consistently sent out to visitors of the Museum and showing the development of brands through social media. From bouncing ideas off each other as a group, the simple idea of using technology to make the Museum more attractive to the desired target audience, led to our big idea of partnering with Nintendo to produce an event. This partnership and event became the centre point of our campaign.

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