Pima Air & Space Museum in Tucson, Arizona, draws aviation fans from all over the world, but not many children from the local area. To attract young imaginations, we held a paper airplane contest at the museum. Then we upscaled the winning design into a 45-foot paper airplane that we launched from 2,700 feet above the Arizona desert.
In one month, we received 123 million media impressions, including 225 unique news outlets in at least 12 countries—as well as more than 1 million views on YouTube. Not bad for a media investment of $0.00.
Shown:
45-foot paper airplane
Case study video
Contest posters
Microsite for contest and project updates
Samples of press coverage
19-minute documentary
CDs: Jack Harding, Bryan Houlette
CWs: Jack Harding, Dan Hofstadter
ADs: Ricard Valero, Ryan Meis
Director/Editor: Prav Potu
Awards:
Gold Cannes Lion — Branded Content
Silver Cannes Lion — Promotion & Activation
7 Cannes Shortlists
Gold One Show Pencil — Design
Gold Effie — Small Budget Products
Silver Effie — Culture & The Arts
Gunn Report’s 12 Cases for Creativity