Museum of the Bible

Step inside. Join the conversation.

The Museum of the Bible exists to invite all people to engage with the transformative power of the Bible.

The ambition lies within the word 'all.' Reaching all people means connecting with a wide variety of audiences—a challenge for any cultural institution. This includes faith seekers and skeptics, history buffs, scholars, storytellers, the curious, and even those who may never have considered the Bible relevant to their lives but are open to being surprised.

Each of these audiences carries a different set of motivations, a different level of familiarity with the subject, and a different sense of whether a museum devoted entirely to the Bible has anything to offer them. OX partnered with Museum of the Bible on strategy, campaign development, and film to find the creative approach that could speak meaningfully to all of them at once and encourage them to discover more within the museum.

Hiding in plain sight

Across every audience group the museum was trying to reach, one quality kept emerging as the common thread: curiosity. Not necessarily about the Bible itself, but about the world, about culture, about where things come from and why they endure. That curiosity was already present and the campaign’s job was to find a way to activate it.

OX’s insight was that the Bible had already done much of that work. Its language runs through everyday speech in phrases people use without knowing their origin. Its stories have shaped some of the most recognized films, novels, and pieces of music in the world. Its narrative logic surfaces constantly in the culture, often without attribution. The Bible has been present in the fabric of modern life for centuries, and most people have been encountering it without realizing it.

That observation became the strategic foundation for the campaign. Rather than asking audiences to come to the Bible on its own terms, OX built entry points from within the cultural references each audience already carried. By wrapping the familiar in the unfamiliar, the campaign could create moments of genuine surprise, where something a person already recognized suddenly revealed a connection they had never considered. That moment of recognition is where curiosity deepens, and where the distance between an audience and a subject like the Bible begins to close.

When the Bible enters the chat

The Bible has never been a subject people feel neutral about. Mention it in almost any setting and someone has a response, a memory, a question, or an opinion, regardless of whether they have ever read it or consider themselves religious. That quality has carried it through centuries of translation, interpretation, debate, and reflection, and it became one of the important creative assets the campaign had to work with.

OX built the campaign around the idea that this conversation was already in progress, and that the museum was the place to join it. We created a campaign with a warm, witty, culturally sharp tone, meeting people where they already were and making it easy to respond. A raised eyebrow, a laugh of recognition, a question suddenly worth asking out loud. The campaign asked people to engage, and made that engagement feel like a welcome, easy-to-say-yes-to invitation. The campaign's language, led by the words "Step Inside. Join the conversation." carried this DNA throughout.

Building a conversation at scale

So then the question became: How to engage in these conversations and share the invitation with a wide audience. OX developed the campaign as a strategic ecosystem, designing a range of touch-points and activations that could meet audiences wherever they already were.

Character-driven commercials were ideated, scripted, and filmed, featuring everyday scenarios that surprisingly connected with conversations about the Bible and offered an easy invitation to step inside the museum. Out-of-home placements carried the campaign’s witty, culturally sharp copy into the spaces people moved through without thinking, catching them mid-thought and opening a question they hadn’t quite considered before.

Beyond the core campaign elements, OX developed a wider playbook of activations that the museum could build out across digital platforms, community partnerships, and physical experiences, each one designed around the same principle: that the most effective way to deepen curiosity is to give it a conversational space to grow in, and to make that space feel as natural and accessible as the culture the audience already inhabits.