How Else Would You Advertise for a Wooly Mammoth?
The Field Museum in Chicago is turning heads, literally, with furry outdoor media placements. They’re placed right in the heart of the city, and have everyone talking.
The work promotes the first-ever US appearance of an actual Wooly Mammoth, and without saying a word the placements make their point. It’s a small media plan–just two bus shelters and one very furry bus, but it has connected with tourists and city dwellers, with plenty of social media mentions, and tremendous word of mouth. 
Two things I love: the placements take advantage of the Windy City in springtime because every breeze makes the furry messaging practically beg you to look at it. And the idea comes right from the brand itself; big, furry, larger-than-life. No explanatory copy necessary. 
April 1st, 2010 at 10:37 am
I’ve become a big fan of this type of urban furniture marketing (full disclosure: the husband of someone here in the Chicago Penton office works for the company that sells these spaces) and this one is about two blocks from my office. I can say that not only does this seem to be working now, but in the week it took to build it and before the signage went on, I had a slew of people– as in more than a half dozen– asking if I knew what it was supposed to be.
While i usually love the bus shelters, here’s a tip for brands dressing up subway cars with ad overlays: Stop blocking the windows! When you ride the El, part of the ticket price is being able to look into the back yards and back windows of strangers. You’re killing that pastime.