• by Nina Lentini  @Nina_Lentini, June 8, 2016

Two-part out-of-home executions promoting New Jersey’s largest museum have gone live this week -- with print, broadcast and online set to launch later this year.

“There’s More at the Museum” brings brand awareness to Newark Museum, a not-for-profit museum of art, science and education.

Created by Boonton, N.J.-based S3 Agency, the digital billboard strategy virtually animates the static medium with back-to-back placements in which only a “live area” changes. The perceived movement emulates the activity of online advertising, providing an unexpected extra dimension to passersby, the agency explains.

“While digital ads allow for eye-grabbing animations, roadside billboards generally do not — not even the digital ones,” S3’s Alaina Blekicki tells Marketing Daily. “We wanted to up the game of the traditional billboard placement by ‘recreating’ a bit of the animation we frequently see online.”

Slide one will showcase a current exhibition at Newark Museum, and the second slide will focus on the brand messaging of the new tagline. The agency has secured strategically located New Jersey-based digital billboards through the end of the year, allowing for creative to be updated for additional exhibitions — visually showing how there is always “more” at the museum.

For the initial creative executions, the first slide promotes “Modern Heroics 75 years of African-American Expressionism at the Newark Museum.” A compelling image from the collection and the headline “Urban. Legends” capture attention. As the billboard transitions to the second slide, the background and Newark Museum logo remain, but the messaging changes to the brand tagline: “There’s More at the Museum.”