• by Fern Siegel , Today

National Geographic Museum of Exploration has just opened in Washington, D.C. To spark visitors’ curiosity, Terri & Sandy launched the “See Things You Could Only Imagine” campaign.

It’s the agency's first work for the National Geographic Society since been selected as creative brand partner.

Jenn Chick, chief communications, marketing and brand officer at NGS, said the ads bridged “inspiration with imagination. We invite visitors to unlock their own sense of wonder through the incredible discoveries and stories that await them.”

Terri & Sandy utilized Nat Geo’s classic yellow border in more than 100 out-of-home placements across the D.C. metro area — buses, airports and Metro station takeovers. For example, a true-to-size yellow line in a subway station corridor illustrates the time it would take to walk through a Himalayan storm. A stretch of yellow the length of a city bus shows the mighty Spinosaurus.

In addition, “See Things You Could Only Imagine” includes paid and organic social, digital, streaming and CTV. The push runs throughout the year.

Commenting on the campaign’s strategy, Amy Ferguson, Chief Creative Officer, Terri & Sandy, told Agency Daily: “Early on, we knew we wanted to explore using National Geographic’s most powerful asset: the yellow rectangle. Instead of showing photography or exhibits, we let the frame itself do the work. It’s more interesting to ask people to imagine what's inside.

“National Geographic has spent 138 years telling people about the world through the magazine, television and photography. This is the first time the brand has a physical home you can walk into. If National Geographic has always made you curious about the world from a distance, this is your chance to be curious about it up close. The museum isn't separate from the brand people already know — it's a continuation of it.”

Terri & Sandy’s client roster includes FreshPet, Welch’s, Elizabeth Arden and Princess Cruise.