Turning the table with Alanna Nathanson

Alanna Nathanson 2025 Student Awards judge and the co-CCO of the multiple award-winning agency Acart/G&G shares their latest campaign launched for Ingenium Museums. The team was challenged with the idea to bring meaning to the overall Ingenium brand to a broad range of target audiences, while still highlighting its 3 separate museums: Science and Technology / Aviation and Space / Agriculture and Food. Addressing this head-on, the agency set out to communicate the experience that binds all three museums: the wonder of science and innovation. The result was the campaign platform: Find Genius at Ingenium.

What were some unique features of the campaign?

The creative is inspired by directional Wayfinder cubes, each one symbolizing a different Ingenium museum, using words that speak to the specific awe, innovation, and imagination found within Science and Tech, Aviation and Space, and Agriculture and Food.

We also employed a creative technique to be bilingual – as the cubes turn, we shift from English to French.

Why is this particular project a fave?

I love that we found a bold and cohesive way to speak to the three different museum experiences.

“Find Genius” creates a memorable connection to both the brand and the experience one has at each museum. It’s the emotional thread.

Can you give us your opinion on what you think made this project a success?

First and foremost, we forged a collaborative relationship with our client, based on mutual trust and respect. That’s the true foundation for success.

About Acart/G&G
We take the unconventional path in pursuit of outperforming the competition. Through the dynamic interplay between business + brand strategy, memorable creative and performance media, we create bold, meaningful work that allows our clients to scale with confidence.

Acart is the parent company of G&G.

Website: Acart.com | Gandgadvertising.com

Congratulations on this successful campaign! Thank you for sharing.