“Something big is coming to Te Papa”: Museum launches new campaign via EightyOne + MBM

Te Papa has launched a new campaign via EightyOne and MBM, that depicts the scale of the museum’s next exhibition, which aims to truly make it one of its biggest ever.

This summer, the 30-metre-long dinosaur Patagotitan mayorum will be the centrepiece of Te Papa’s blockbuster Ngā Taniwha o Rūpapa | Dinosaurs of Patagonia, a touring exhibition from Argentina’s Museo Paleontológico Egidio Feruglio.

Patagotitan is big in every sense of the word. Not simply one of the biggest dinosaurs ever known, with a 2.4-metre-long femur weighing in at half a ton, its discovery in 2014 also challenges what we thought we knew about dinosaurs and their evolution. No wonder David Attenborough called it “one of the most extraordinary finds in the history of palaeontology”.

To pique curiosity of dino-fans big and small, large-format and sequential outdoor sites across Aotearoa show parts of Patagotitan’s skeleton at 1:1 scale, evoking the wow-factor of this mind-blowing creature.

Says Bridgette Yates, marketing manager, Te Papa: “We are thrilled with this clever campaign that truly brings to life the concept of pre-historic scale in an original and inspirational way. By embedding the media into the creative idea, the campaign provides actual-size proof in our streets of the true scale and awe of this incredible, thought-provoking, interactive exhibition.”

Says Chris Bleackley, ECD, EightyOne: “This South American giant was once a Gondwana resident, so we’re looking forward to giving it a great big New Zealand welcome. Another massive opportunity to work with the team at Te Papa and MBM.”

Don’t miss this once-in-a-lifetime chance to get up close and personal with Patagotitan and 11 other dinosaurs! On at Te Papa to April 28th 2024. Tickets are on sale now at tepapa.nz/dinosaurs.

Client: Te Papa
Agency: EightyOne
Media: MBM