Inspire MSP Case Study | Local Community Campaign

Scan

Fall 2020. Minneapolis was ground zero for racial trauma after George Floyd’s murder and still reeling from COVID-19. Cultural institutions faced plummeting attendance as lockdowns and social unrest kept communities fractured. Residents were uncertain whether places were welcoming people back in.

Spot

Each of the city’s world-class museums offered a calm, restorative place to see beauty in humanity. In tumultuous, tension-filled times, these places are especially important community spaces where people can remember the shared experiences that connect us all.

Rally

A new name, InspireMSP, united the Walker, MIA, Weisman, and Paisley Park under one banner. Famous works from each institution came together to create new art, symbolizing the city’s collective spirit. Outdoor, TV, and print launched as the city opened its doors and hearts again.

Score

80%

capacity utilization increase

Citywide takeover

Then we blanketed the city with OOH, print ads, social, and digital with iconic imagery reminding everyone about the healing power of art. Every touchpoint reinforced the same truth: when a wounded city needs to reconnect, our cultural institutions aren’t competing, they’re collaborating.