dinosaurs of patagonia. Campaign
Audience research told us something simple: if we wanted people to pay attention, we needed a familiar face—and a sense of scale that hit home. So we brought in Perth’s own 7’2 legend Luc Longley to stand next to a 38m Patagotitan (well, figuratively). We compared dinosaurs to buses, buildings, and basketballers to help people feel the scale, not just read about it.
Luc became our campaign hero—bringing heart, height, and humour to the rollout. With creative by Block Branding, we rolled out the camapign everywhere: Meta, OOH, TV, even a TVC. And yep, Perth, WA got the message: It’s HUGE. It’s HERE.
2 July - 23 Oct 2023
WA Museum Boola Bardip
Playing with scale was key—we dominated high impact sites with bold visuals and placed curated print in the hands of our most valuable audiences.
Results
#It’sHUGEIt’sHERE — an award-winning, record-breaking exhibition campaign.
114,557 visitors
116% above target
1.2M+ media reach | WA Museum’s most successful campaign to date
Sold-out after-dark: Bar Before Time
$23K ad spend → 9.3M+ total impressions
6K+ Google conversions at $1.64 CPA
23K+ Meta link clicks at $0.56 CPC
34% CTR on high-intent Google Search
$0.13 CPM on display advertising
Awards
Excellence in Marketing, AMaGA Awards 2024
Campaign Brief TVC Award – ft Luc Longley
Delivered
Creative direction & blockbuster campaign strategy
TV, print, OOH & digital content creation
Influencer management & media partnerships
Launch of Bar Before Time after-dark experience
Full campaign execution with Block Branding
