The largest Museum of Illusions has opened in Las Vegas! The opportunity to create a large integrated brand campaign for this recognised Croatian project that arrived in the world capital of entertainment also belonged to Croatian creatives. The Croatian agency Šanavala Concept Store is behind the branding, positioning slogan and the integration of the campaign on the streets of Vegas.

The Museum of Illusions is a unique place that offers an experience of the impossible. It is a world unto itself, a place where the mind is tested, a game with the perception of reality is played, a place that keeps your eyes wide open and for which you simply have to say “wow”. That’s why the brand slogan of the museum is just “WOW” – a globally recognisable word that clearly and unequivocally sublimates the brand promise,” says the creative team from Šanavala.

The communication project of the Museum of Illusions branding was developed for more than 6 months. The Museum of Illusions aims to become an internationally relevant brand, so its competition is global. The entertainment industry is one of the most propulsive and saturated industries, especially in an entertainment centre like Las Vegas.

“The number of entertainment events in Vegas is practically unlimited. Every day, Vegas visitors can choose from an incredible number of events, and that’s exactly why it was necessary to attract the audience in a completely new market in a special, striking and recognisable way. In addition to all that, the branding and campaign should have been applicable to a whole range of markets around the world to which the Museum of Illusions plans to expand or is already present,” says Kata Prolić, Marketing Director of the Museum of Illusions.

One of the central formats of the campaign is the 3D Deep screen, on the main avenue in Vegas, which was developed in cooperation with the specialised London agency Ocean Outdoor.