Come Find Yourselfs At The Mall

Meow Wolf, the globally-recognized art collective, has partnered with Austin creative agency Preacher for the launch of its highly-anticipated fourth permanent exhibition The Real Unreal, opening in an unexpected location: Grapevine Mills mall, located in the Dallas-Fort Worth metroplex.

To promote the exhibition’s opening, Preacher created an integrated campaign which invites everyone to “Come Find Yourselfs At The Mall.” At the center is a launch film directed by Zach Tavel of Easy Petes/Deafdog Productions, which enlists the help of an unexpected community of mall walkers inviting all walks of life to join in a procession through the mall headed for a transformative Meow Wolf experience with dizzying multi-self-discovery in the multiverse. Eagle-eyed fans will spot some familiar faces from the Meow Wolf universe including cameos by Plotzo the Rat and Meow Wolf founder + mascot Benji Geary.

The campaign also includes expansive OOH ads and an interactive kiosk featuring “intra-wellness” brand “Laërnu” (hint: spell it backwards), in the mall corridor outside Meow Wolf Grapevine, offering consumers a way to find “A Whole Nü You.” Passersby can engage with the curiosities offered, such as sound baths offering nonsensical affirmations, digital and mirrored “reflection” stations, and a claw machine filled with wonders that include free tickets for entry.