Mister Imagine's Toy Store

Background

When Chicago Children’s Museum first approached Energy BBDO/Xi in 2012, they had good news and bad news. The good news was that they were in the midst of building Unboxed, a new exhibit showcasing cardboard. The bad news was that they were in the midst of building Unboxed, a new exhibit showcasing, well, cardboard. To ensure attendance to this exhibit happened, on the museum’s four-digit marketing budget would take more than a single print ad. It would take something unique. Something worthy of conversation. Something that would make kids cry. Then laugh. Then laugh some more.