The Museum of Science and Industry, Chicago has just launched a new campaign that's reflective of the museum's interactive experience. Unlike most museums, MSI offers exhibits that visitors are encouraged to touch, experiment with and even control — not just observe — living out its mission to "inspire the inventive genius in everyone."The new campaign takes a different approach to marketing in the category, centering messaging around the brand and brand experience rather than upcoming or featured attractions. Creative elements offer people the opportunity to experience what MSI is all about outside of the museum — asking provocative questions about everyday life and rewarding curiosity.CreditsBob Winter, Executive Creative DirectorTohru Oyasu, Creative DirectorRainer Schmidt, Creative DirectorDenison Kusano, Creative DirectorLisa Plachy, CopywriterJoe Nio , Director of StrategyJessica Sochol, StrategyMelissa Keller, Project ManagerAdam Brown, Client Engagement