The Chinese Terracotta Warriors exhibition.
The WA Museum Boola Bardip is anticipating up to 180,000 visitors for the ancient Chinese Terracotta Warriors exhibition in a new campaign via 303 Mullenlowe.
'The Terracotta Warriors: Legacy of the First Emperor' exhibition features illustrations created within the agency, teamed with a series of static assets brought to life through animation.
303 MullenLowe art director Sarah Cassell said the unique approach was required given there was no ability to film or shoot any of the exhibition’s contents in advance.
“The challenge we faced was that the artefacts and warriors were not in Australia, and the exhibition hadn't been built yet,” Cassell said.
“So we developed our own imagery that would spark curiosity by exploring the lesser-known story of Emperor Qin Shihuang and how the warriors came to be his legacy.
“Visually, it’s elegant and contemporary, designed to resonate with a modern audience and offer an alternative to the more conventional, information-led museum campaigns.
“By creating mystery and polish that reflects the significance of the exhibition, we hope it makes people feel something, not just learn something.”
The exhibition comes from a buried collection of life-size terracotta sculptures that depict the armies of Qin Shihuang.
They were buried with Qin (210-209 BCE) to protect him in the afterlife and then accidentally discovered in 1974 by farmers.
The exhibition features more than 225 of the discovered Chinese artefacts and includes digital experiences.
“This exhibition is unlike anything WA Museum has presented before and it called for a campaign that could match its scale and intrigue,” said WA Museum director engagement Jason Fair.
“303 MullenLowe delivered exactly that - a visually rich and emotionally resonant campaign that invites everyone - from families and history enthusiasts to the simply curious and those seeking a meaningful cultural experience - into the mystery and legacy of the Terracotta Warriors.
“Their ability to craft compelling imagery and storytelling without access to the artefacts themselves is a true testament to their creativity.
“We’re proud of how this campaign sparks curiosity and transforms anticipation into a genuine desire to experience the exhibition firsthand.”
303 MullenLowe was appointed to undertake creative and design for the campaign following a competitive pitch.
It will be seen from now until the end of the exhibition in March 2026 across TV, OLV, BVOD, radio, display, social media and OOH.
“The exhibition’s name alone doesn’t reflect its uniqueness, so we worked to ensure it was communicated effectively through designed assets, language and art direction and storytelling,” 303 MullenLowe copywriter Ellysia Burton said.
“By ‘teasing’ both the warriors and this story of legacy throughout the campaign, leading with the narrative and tapping into the emotions of our audience, it brings a fresh take to museum advertising.”
Credits:
303 MullenLowe
Sara Oteri – Executive Creative Director
Giulia Palandri – Director of Client Partnerships
Holly Kemp – Producer
Sarah Cassell – Art Director
Ellysia Burton – Copywriter
Harvey Clarke Smith – Strategist
Lucas Faim – Graphic Designer and Illustrator
Madeleine De Pierres – Senior Graphic Designer
Angela Homann – Finished Artist
Anna Mitchell – Business Executive
WA Museum
Jason Fair – Director Marketing and Audience Development
Jane Jones – Manager Marketing and Audience Development
Fernanda Fauzi – Senior Marketing and Campaign Coordinator
Chebet Williams – Campaigns and Marketing Officer
Ling Khoo – Graphic Designer
Media
Robyn Ambrosius – Manager Media and Communications
Jasmine Eales – Media and Publicity Officer
Detail Marketing Communications – PR Partner
Exhibitions
Tanya Edwards – Manager Exhibitions and Interpretive Projects
Daniel Schoknecht – Senior Exhibition Coordinator
Fred Saunders – Coordinator Exhibition and Interpretive Projects
Media Agency: Carat
