Royal Ontario Museum’s new membership card was 450 million years in the making.
Working with the agency Broken Heart Love Affair, ROM created five unique handcrafted membership cards featuring a genuine trilobite fossil from the Paleozoic era of Earth’s history. A contest that runs through March 31 will award these unique pieces to five winners.
Conceptually, the cards are intended to emphasize the museum’s intergenerational appeal—that you would hand down this card, like a family heirloom, to successive generations.
“What we love about this extension of the ROM ‘Immortal’ campaign, is that it leverages the strong insight that ROM fosters intergenerational experiences,” said Lori Davison, the museum’s chief marketing and communications officer. “That is something quite unique to museums and a hugely important dimension of our brand and focus of our marketing efforts.”
The Immortal Membership cards will be delivered in a wooden crate. The package will include a “will” for recipients to list the next Immortal Member after they pass on. (Unlike the ROM’s collection of art, we, alas, are not immortal.) Check out an unboxing video here:
“We wanted to create a membership campaign as powerful as the film that launched ROM ‘Immortal,’” said Shannon McCarroll, senior copywriter at Broken Heart Love Affair. “We were driven by the notion that a ROM membership should feel like the weighty thing it is—an enduring portal to stories that illuminate our existence. It was an incredible experience to be able to work directly with ROM to create membership cards worthy of the museum.”
Below is the six-minute film that launched ROM’s new “Immortal” brand platform last spring.