In the six months leading to the opening of Turin’s new Museo Egizio, we engaged the whole city in an unprecedented countdown, reaching a diverse audience through poster ads, a monumental installation and a self-built interactive robot. Every implementation stemmed coherently from a strong concept – “It’s time to rediscover Turin’s Egyptian treasures” – using sand as a medium to conceal and reveal invaluable finds. Our ability to leverage technology and think outside the box, to design and deliver innovative ways to convey our client’s message, led to a campaign that continued to surprise and impress for months. The ad campaign developed in three different stages: teaser, sneak peek and unveil. The huge working hourglass, installed in a public square near the Museum, reminded the city of the upcoming re-opening; after the first few weeks, it unexpectedly revealed an ancient Egyptian statue, hidden under the sand of the upper chamber. The interactive installation equipped with a robotic arm toured the city for a series of events, and finally reached the Museum for a live-streaming interactive experience, inviting everyone to join the rediscovery of one of the most important Egyptian collections in the world.