Ontario Science Centre begins Body Worlds 2 campaign
By Adnews Staff
Anderson DDB Health & Lifestyle of Toronto has created a new advertising campaign for the Ontario Science Centre to promote a new exhibit called "Body Worlds 2: The Anatomical Exhibition of Real Human Bodies." The aim of the campaign is to raise interest in the exhibition and to drive attendance to the Toronto-based science centre. Body Worlds 2 is a display of human bodies that have been preserved through a process known as plastination. The exhibit will run from Sept. 30 to Feb. 26, 2006. This will be the first time the exhibition has run in Canada. The Toronto-focused campaign includes newspaper and magazine ads, along with washroom posters in bars, restaurants and university campuses. According to the agency, the print ads have been placed local entertainment and cultural publications as a way to attract an older audience. The creative consists of photographs of the exhibits with taglines such as "Ultimate reality" and "Dare to stare." The campaign is also part of a new corporate positioning effort undertaken by the centre in May. This initiative, also produced by Anderson DDB, uses the slogan "Change Your Mind" and is intended to change the public perception of the centre as an attraction exclusively for children.