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By Amy Houston, Senior Reporter

May 24, 2023 | 3 min read

The campaign is from art collective Meow Wolf and also includes a fake wellness brand called Laërnu (hint: spell it backward).

For the fourth installment of its ‘The Real Unreal’ series, the creative company is taking its weird yet wonderful approach to a very ordinary location, a shopping mall.

Located in the Dallas-Fort Worth metroplex, the Grapevine Mall will serve as an unexpected canvas for the latest exhibition. To promote the show, the collective enlisted Austin-based ad agency Preacher to work on an integrated campaign titled ‘Come Find Yourselfs At The Mall’.

In the promotional video, viewers see various shoppers in matching neon tracksuits progress through the mall. It adopts the tone of a cheesy 90s infomercial, cutting through the tack with trippy and unsettling scenes.

One shot sees a gold necklace talking to the camera, another features a very meta video-game-within-a-game with the final clip showing a group walking toward an immersive black hole. Eagle-eyed fans will spot some familiar faces from the Meow Wolf universe including cameos by Plotzo the Rat and Meow Wolf founder and mascot Benji Geary.

The campaign will go live across local broadcast TV, social and digital, out-of-home (OOH), mobile and experiential activations. Once inside the mall, there will be an interactive kiosk featuring the “intra-wellness” brand Laërnu that offers consumers a way to find “A Whole Nü You.”

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Credits

Client: Meow Wolf

Chief marketing officer: Kelly Schoeffel

Director of brand content: Allyson Lupovich

Director of sales and marketing, Grapevine: Karie Slagle

Creative director: Kat Lam

Creative director: Dave Jamson

Vice-president of marketing operations: Megan Ambrose

Marketing project manager: Jena Braziel

Artwork by: Joe Cappa

Agency: Preacher

Chief creative officer: Rob Baird

Chief executive officer: Krystle Loyland

Chief strategy officer: Seth Gaffney

Creative director: Marcus Brown

Creative director: Zach Watkins

Group brand director: Kristen Meade

Associate creative director: Tyler Booker

Associate creative director: Mel Lin

Head of production: Stacey Higgins

Producer: Victoria Boldt

Business affairs: Miiko Martin

Production company: Easy Petes / Deafdog Productions

Director: Zach Tavel

Line producer: Drew Toresco

DP: Josh Kuzo

Casting: Brian Beegle Casting

Edit house: Cartel

Executive producer: Viet-An Nguyen

Producer: Sarah Schachte

Editor: Kevin Zimmerman

Assistant editor: Jill Sarao

Music: Cody Ackors, Quality Tracks

Mix: Dusty Albertz, Howdy Sound

Finish house: The Mill

Online producer: Sarah Brennan-Athas

Colorist: Logan Highlen

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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