Natural History Museum targets children

The Natural History Museum is going into cinema advertising for the first time this month as part of a branding drive by its new agency, Court Burkitt and Company. The ads introduce the endline: ’You can always spot a kid who’s been.’

The Natural History Museum is going into cinema advertising for the

first time this month as part of a branding drive by its new agency,

Court Burkitt and Company. The ads introduce the endline: ’You can

always spot a kid who’s been.’



The campaign puts an unusual twist on children’s nursery rhymes. One of

the cinema executions has a dinosaur theme, and will be shown with every

screening within the M25 of the Lost World, Steven Spielberg’s sequel to

Jurassic Park. Against the background of a haunting rendition of Humpty

Dumpty, the image of a dinosaur gradually appears on the screen, bit by

bit, accompanied by an array of frightening noises.



Instead of the familiar ending - where no-one can put Humpty together

again - this version of the nursery rhyme finishes with a child’s voice

insisting: ’I bet the scientists at the Natural History Museum would

have managed.’



Other executions, illustrating the educational value of the museum,

include: ’Mary, Mary quite contrary, how does your garden grow?

Photosynthesis of course.’



Julian Calderara, Court Burkitt’s joint managing director, said: ’The

last four years’ advertising for the Natural History Museum concentrated

on reaching the parents. We felt that there would be great benefits if

we could elevate the museum in the minds of kids at the same time.’ The

campaign will be concentrated on children’s films at the cinema and on

tube cards instead of Capital Radio and the Evening Standard where

previous advertising appeared.



The work was written by Mike Court and art directed by Nick Scott, with

direction and sound design by Tomato.



Court Burkitt won the pounds 1 million full-service account, previously

held by Leagas Delaney, three months ago (Campaign, 4 April). WCRS and

Mellors Reay and Partners also pitched for the business.



Janice Batchelor, the Natural History Museum’s marketing manager, said:

’We have a policy of publicising our major exhibitions, be they

permanent or temporary. We also have to compete for share of mind during

the school holidays.’



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