"The poster pulls the reader down into the cold, dark depths with each line of copy."
But that's not the half of it. "As a poignant reminder of the tragedy, we brought the campaign to street level," putting life preservers on statues around Denver (see the PDF). This arguably morbid stunt played well, they say, and "the bright orange life preservers attracted a lot of attention." No doubt. But if this seems a tad uncomfortably real, "everything about the exhibit is very personal," they point out. It's called "The Artifact Exhibit," after all, which includes the display of passengers' belongings, and to top it off, visitors to the show "receive a replica boarding pass of an actual passenger upon entrance," as the museum press kit puts it.