Exploratorium

There's not a kid alive who doesn't love the Exploratorium. No less than the New York Times described it as the most important science museum to have opened since the mid-20th century – suck it, Guggenheim!

But kids don't plan trips and buy tickets, parents do. And with all the choices available in the Bay Area, the number of visiting young explorers was dropping faster than Pluto's planetary street cred.

Enter "For The Curious Ones" – the museum's first and only theme line written to anchor this campaign exclusively targeting parents. We bought bus sides on all San Francisco commuter routes and celebrated curiosity in ways clever adults would appreciate.

Visits, memberships and donations shot up like flares from a solar magnetic storm.