NOT JUST A MUSEUM —
AN ANTIDOTE TO THE ALGORITHM

Branding
 
The Peabody Essex Museum (PEM) was trying to reach new audiences and entice them to come to Salem for a non-witch-related experience. They came to HATCH for an awareness campaign, but we saw a bigger opportunity – to stake a claim about what makes them different from other museums with a multichannel brand platform.
 
BRAND TRUTH:
PEM purposefully curates experiences that change people’s minds and charge their senses.
HUMAN TRUTH:
People crave the dopamine hit we get from scrolling social media, but it can leave us feeling lonely and anxious.
LIVING TRUTH:
PEM has the opposite effect of the algorithmically determined digital feeds that devour our time and drain our energy.
 
 

The IDEA

ESCAPE THE ALGORITHM

We introduced the new platform with a brand campaign that puts the PEM experience in direct opposition to the endless scroll. We paired real people with headlines that compare how real experiences like taking a stroll through a museum are greater-than digital ones. The brand platform will continue to come to life across advertising (yes, including digital and social), engagement-driving activities and museum experiences.

 
 
 
 
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