“Senckenberg Forschungsinstitut und Naturmuseum Frankfurt” (Senckenberg Research Institute and Natural History Museum)
19 APR 2012
Saatchi & Saatchi Frankfurt
Senckenberg: More than large, old bones!
The agency Saatchi & Saatchi Frankfurt is letting the dogs out with an unusual live action for the "Senckenberg Forschungsinstitut und Naturmuseum" (Senckenberg Research Institute and Natural History Museum)!
If the weather is good, the dogs will be set loose in Frankfurt this coming Monday, the 23rd of April! Two dogs will be carrying two huge reconstructed Tyrannosaurus Rex bones, seemingly "on loan" from the Senckenberg Nature Museum, through downtown Frankfurt. The words printed on the bones - "more than just big old bones" - not only aim to attract attention to the museum itself, but also to its research activities.
The sight of two four-legged creatures dragging their massive "booty" from the Hauptwache across the Freßgas' to the Opernplatz is sure to cause a stir. The aim of the activity is to arouse an interest for the unique Senckenberg Nature Museum and its research projects amongst children, teenagers and their parents.
As an additional incentive for a visit, each person who takes a photo of this spectacle will receive a voucher for a discount on the admission price.
This activity was thought up and implemented by the advertising agency Saatchi & Saatchi Frankfurt.
"In the beginning, we came up with the idea that the Senckenberg Nature Museum and its collection of bones must be a real Eldorado for dogs", states the copy writer André Sendel, who is a proud owner of a hunting dog named Gina himself.
When the action was presented to the responsible parties at the "Senckenberg Gesellschaft für Naturforschung" (Senckenberg Natural Research Society), it was met with enough humour and courage to join in. The head of the Communication Department, Dr. Sören Dürr, was inspired by this rather casual and unusual type of communication for a museum: "We are looking forward to the action and to welcoming the hopefully huge amount of visitors whose interest we are able to arouse with this idea."
However, please take note: Even if this activity has proven a great love of animals, dogs are still not allowed into the Senckenberg Nature Museum!
Saatchi & Saatchi Germany is the Lovemarks Company responsible for accompanying brands such as Toyota, Deutsche Bank, Veltins, Lexus, dm-drogeriemarkt, Pampers, Ariel, vivesco, Voltaren, Otriven, Fraport, Volvo, World of Warcraft and SCHOTT Solar on their way to becoming a Lovemark.