The Natural History Museum of L.A. and La Brea Tar Pits came to us for an awareness campaign to drive family traffic to the museums. We decided to focus on local L.A. personalities to both drive earned awareness of the museums, but also to emphasize the local importance of both institutions to citizens of all stripes.
La Brea Tar Pits Presents Will Ferrell
NHM and La Brea have a number of educational programs for kids and adults alike. The emphasize this we created a series off shorts featuring Will Ferrell as the Tar Pit’s lovable mad scientist, answering in-depth questions from real visitors.
Artist Gary Baseman at the La Brea Tar Pits
Our first L.A.-based personality was artist Gary Baseman and his signature character, Toby. Gary and Toby spent several days at La Brea and NHM filming short films while engaging in educational activities.
Gary and Toby took over the Tar Pits social channels and worked as ongoing ambassadors for NHMLA, creating content and one-of-a-kind works of art which were later auctioned for benefit of the Tar Pits.
Tar Pit Toby
The crescendo of Baseman’s involvement was a first for Toby and the internet - a Tar Pit Baptism. The event generated thousands of views and positive social buzz.
The campaign generated 6 million views across social channels, and 16 million impressions. It lead to record attendance at NHMLA and La Brea Tar Pits.
The campaign continues to this day with additional LA personalities and celebrities.