Consisting of seven sites across the country the National Museum Wales offers free entry to everyone who visits. Therefore the campaign idea was to juxtapose the often priceless historical artefacts you could see alongside the no charge policy to illustrate what a great deal this actually is. Devised to appeal to kids and adults alike, the art direction consisted of bold, attention-grabbing, bespoke illustrations to stimulate the imagination and escape the dusty perceptions often associated with museums. The examples chosen were from each one of the museums collections because of their significance to Welsh history. The campaign consisted of 96, 48 and 6 sheet posters as well as barrier graphics at main Welsh railway stations.