Ad of the Day: Smithsonian

Wolff Olins colorfully brands the iconic institution as 'Seriously amazing' in its first-ever national campaign

The Smithsonian Institution is known primarily for housing historic artifacts—everything from George Washington's sword to Dorothy's ruby slippers. But that's a musty legacy—nothing feels new or dynamic about the Smithsonian. So, for its first-ever national branding and awareness campaign, developed by Wolff Olins, the institution is going young, bright and vibrant with a question-based strategy and a clever new tagline, "Seriously amazing," that helps get the old dog moving again.