With some 500,000 pieces in their collection, Boston’s Museum of Fine Arts has something for everyone—but historically, they’ve been perceived as exclusive and elitist. Following a rebrand, MFA launched their new identity with a campaign to welcome all (which also went on to win 1st place for Print Magazine’s Best Outdoor Ad).

The campaign hinged on a single line rooted in rigorous strategy. While most museums focus messaging on themselves and their own collections, this campaign turned that approach inside out, speaking to who’s outside the museum rather than what’s within it.