Winner: Copacino+Fujikado — The Wing Luke Museum of the Asian Pacific American Experience Asks: Do You Know Bruce?
The Wing Luke Museum of the Asian Pacific American Experience gave Copacino+Fujikado the challenge of launching the only Bruce Lee exhibit in the world outside of Hong Kong. To locals, the museum is relatively unknown and not a go-to destination like The Seattle Art Museum. In the eyes on non-Asians, it is often viewed as more of a museum for the Asian population exclusively. So to expand the audience and challenge the popular perception of Bruce Lee, C+F asked a simple, four-word question: Do you know Bruce?
To accomplish their goals, the firm sought to leverage Bruce Lee the martial artist and movie star to bring awareness to the lesser-known sides of him: the philosopher, artist and poet. They utilized a combination of earned and paid media outreach to bring awareness to the exhibit. The launch garnered over 32 million impressions on Twitter alone, which helped secure over 1,800 visitors to the museum for the three-day opening weekend. Media coverage of the event included placements with Bloomberg News, BusinessInsider, BusinessWeek, Chicago Tribune, CNN, New York Times, and Washington Post. Coverage also grew to include exposure in 13 countries including Australia, Greece, India, Italy and Panama.
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