Science of Awe - Cirque du Solei | Clapboard Ad Archive

Cirque du Soleil’s 2018 integrated campaign Science of Awe, crafted by Burson Cohn & Wolfe for the Recreation and Leisure industry, elevates the brand’s signature emotional promise by transforming the elusive sensation of awe into a tangible, scientifically explored phenomenon. Rather than depicting a traditional narrative or simply showcasing performance highlights, this campaign embraces what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—by visualizing the profound impact of awe through a fusion of neuroscience, technology, and live audience engagement. The campaign collaborated with a leading neuroscientist, technologists, and 280 live spectators to capture the cognitive and emotional responses evoked by Cirque du Soleil’s artistry, making the abstract experience concrete and accessible. This approach deepens the audience’s connection to the brand by illustrating why awe resonates so powerfully, aligning Cirque du Soleil’s creative mystique with a scientific rationale that appeals to both intellect and emotion. Distributed through a single, compelling video asset optimized for digital platforms including YouTube, Facebook, Twitter, Instagram, and Snapchat, Science of Awe extends Cirque du Soleil’s global reach and invites viewers to engage more deeply with its universe of 20 productions and a legacy of enchanting over 160 million spectators in 400 cities across six continents. The campaign’s visual storytelling dramatizes awe not by recounting stories or solving problems but by symbolizing the brand’s transformative effect on perception and experience, reinforcing Cirque du Soleil’s position as a pioneer at the intersection of art and science. By demystifying awe and presenting it as a measurable, shared experience, the campaign reinforces brand loyalty and sets a benchmark for emotional storytelling in the travel and leisure category. Clapboard rates this campaign 63/100. Science of Awe matters because it signals a shift in leisure marketing toward experiential authenticity backed by scientific insight, demonstrating how brands can harness interdisciplinary collaboration to convey emotional truths that transcend conventional advertising.