The Milwaukee Public Museum was struggling with a huge decline in attendance and a growing perception of being a stale museum. To make matters worse, their new exhibit featured one of the dullest, most played-out topics possible: dinosaur fossils.

So, we took the exhibit’s dusty, old bones and literally brought them to life with a dinosaur invasion of the city. No one and no thing was safe. Destruction spread everywhere. And with it, we captured the city’s imagination. The campaign and exhibit were a huge success, tallying an impressive 42% net profit and becoming the museum’s most successful traveling exhibit in a decade.