Campaign
Agency - U.Group
Client - National Law Enforcement Museum (NLEM)
The newly opened National Law Enforcement Museum (NLEM) needed to throw its hat in the ring to compete for the attention of visitors to Washington, DC. To help the NLEM stand out from so many other museums in the city’s downtown area, U.Group developed a campaign spun-off from the popular True Crime genre which they called, True Law. True Law purposely flew in the face of cultural tendencies to retell iconic crime stories with a focus on the perpetrators, not the law enforcement officers, who sought justice. With bold images of history’s most notorious crime bosses like Al Capone juxtaposed next to heroes like Eliott Ness, the federal agent who brought his reign of terror to an end, True Law aligned historical storytelling with important aspects of the Museum’s mission. The media plan targeted household decision-makers planning trips to Washington, DC through digital and out-of-home media channels.
Jeff Walter - Creative Director
Justin McCarthy - Copywriter
Michael Brophy - Motion Designer