Terracotta warriors. Campaign
We built a campaign inspired by a 2,000-year-old legacy —carved in clay, sealed in history and reimagined for today.
Bold storytelling met ancient wonders, inviting audiences to come face to face with China’s first emperor and reflect on the legacies we leave behind.
It wasn’t just about what endures in stone, but the ideas and connections that ripple outwards. From immersive projections to rare artefacts never seen outside of China, we created an experience that made history feel personal and made visitors reflect on what mark they might leave.
28 Jun until 22 Feb 2026
WA Museum Boola Bardip
This exhibition is a collaboration between the People’s Republic of China Shaanxi Provincial Bureau of Cultural Heritage, the Shaanxi Provincial Cultural Heritage Promotion Centre, the Emperor Qin Shihuang’s Mausoleum Site Museum and the Western Australian Museum.
Strategy
The Warriors had toured globally, including at NGV, so we needed to show how our experience stood apart. By focusing on detailed close-ups, we teased just enough to inspire audiences to come face to face with history reimagined.
We developed tailored content for:
Families
History lovers
Travellers
Older audiences
Unlike other bold red or black campaigns, ours felt calm and distinctive, highlighting the intricate details of each warrior.
We partnered with Cathay Pacific, Crown Hotels, Alex Hotel, Channel 9, Destination WA, Tourism WA, City of Perth, and Chinese media outlets.
To ensure accessibility and inclusion, we worked with the Centre for Accessibility Australia.
Results
Only just launched.
