The Smithsonian Institution has worked with branding consultancy Wolff Olins on its first ever national US advertising campaign, featuring the strapline "Seriously Amazing". The campaign includes online, print and outdoor ads, and a website, seriouslyamazing.com.
Ads feature seven characters, each representing areas of Smithsonian expertise. The Discoverer explores the world and the universe; The Storyteller is about America, The New is where technology and creativity collide; The Wild represents the diversity of the animal kingdom; The Green reflects the wonder of the natural landscape; The Masterpiece embodies artistic expression and The Mash-up stands for the ways people share culture. Ads pair the characters with intriguing questions they might ask the Smithsonian. The answers can be found on the website, which was created by digital agency Threespot. The Smithsonian is skewing the campaign towards young adults, after a survey found that awareness of the Smithsonian was lower among this age group. Target is providing promotional support for the campaign.