Ramses & the Gold of the Pharaohs

For the London opening of Ramses & the Gold of the Pharaohs, we partnered with NEON Global to create a campaign that could match the scale of the exhibition itself.

From the first campaign concepts through to hundreds of physical and digital touchpoints, we built a visual world designed to stop people in their tracks, then brought that same experience online with a completely redesigned website.

Ancient Egypt. Modern London. A lot of competition for attention.

Ramses arrived in a city where there is always something else to see.

Our job was to turn an exhibition built around ancient artefacts, history and storytelling into a contemporary entertainment campaign that could compete on the streets of London.

It needed drama. It needed flexibility. And, most importantly, it needed to sell an experience rather than simply advertise an exhibition.

Creating a visual system with scale, drama and flexibility

We developed the campaign creative from the ground up, combining monumental imagery, rich gold details, bold typography and cinematic compositions into a flexible visual system.

The idea was simple: make Ramses feel as enormous outside the exhibition as he does inside it.

Rather than designing individual ads in isolation, we created a campaign language that could stretch, shift and adapt without losing its identity.

One campaign, hundreds of audience touchpoints

The campaign expanded across London through OOH, Underground placements, digital media, social, print, ticketing platforms, partner content, group campaigns, educational material and venue communications.

Different format. Different audience. Same Ramses.

The system gave us enough consistency to build recognition, but enough freedom to keep the campaign moving as messaging, audiences and priorities changed throughout the exhibition.

Campaign rollout included:

• OOH and DOOH
• London Underground hoardings
• Billboards and transit media
• Paid and organic social content
• Digital display advertising
• Print and magazine advertising
• Leaflets and visitor collateral
• Group and school promotions
• Ticketing and partner-platform assets
• CRM and EDM creative
• Venue and directional material
• Seasonal and tactical campaigns

Bringing the campaign experience online

The existing website no longer reflected the scale or quality of the wider campaign. It needed to make a stronger first impression, provide clearer visitor information and create more direct pathways towards ticket purchase.

We reconsidered the website from the ground up, restructuring the experience around the questions visitors were most likely to have: what the exhibition contains, why it is worth visiting, where it is located, how to plan a visit and which ticket option is right for them.

Dedicated pathways were developed for general visitors, families, schools and groups, supported by clearer navigation, stronger calls to action and a more focused content hierarchy.

The final website was designed and developed in Webflow, combining immersive campaign imagery with a flexible content system, responsive layouts and a commercially focused booking journey.

Because a campaign this big doesn't sit still.

A major exhibition campaign cannot remain static from announcement through to closing. As awareness grows, audiences need to see new stories, new artefacts and new reasons to visit.

We continued to develop the Ramses creative throughout the London season, introducing new imagery, promotional messages, audience-specific campaigns and seasonal content while retaining the core visual identity.

This flexible approach allowed the campaign to shift from initial awareness and anticipation towards exhibition highlights, ticket offers, group bookings, school visits and time-sensitive communications without becoming repetitive or fragmented.

This section is useful because it communicates that Woven was not simply handed a rollout list. You were actively directing and evolving the campaign.

A unified campaign experience, from first impression to ticket purchase

From a billboard on the Underground to a social ad in someone's feed, and from that first click through to buying a ticket, Ramses became one consistent campaign ecosystem.

A creative platform big enough for a major international exhibition, flexible enough for everyday marketing, and built to keep working long after launch.