Brief was to develop design concept and promotional materials for an exhibition of One Show award winning works presented at Ad Museum. The materials included posters to promote visitor attendance, as well as videos, sticker-type questionnaires and venue décor to enhance the exhibition experience itself. Goal was to help visitors feel how the power of brand communication can move the world in a positive direction. Idea was to use roosters as a symbol of the vitality and passion of successful brands. Although some people think it is the sunrise that causes roosters to crow, in fact, they don't crow in response to external stimuli. They crow even when they cannot see the sunrise because they instinctively know a new day will dawn. Successful brands also instinctively anticipate the dawning future. They don't need economic forecasts or market trend datasets to motivate them. Even in the face of uncertainty and adversity, they are instinctively driven to make the world better place. In our graphics, the red elements coursing through the rooster’s body express the determination of brands to meet the challenges of the unknown future, and the bright red comb and wattles symbolize the powerful life force that drives them forward.