Game Changers: Royal Armouries to launch campaign by Born Ugly


Creative change agency Born Ugly today announced the launch of the Royal Armouries’ summer campaign, Game Changers.

By reframing the existing exhibition through an intriguing new lens and highlighting the Royal Armouries’ events calendar, including spectacles such as interactive jousting, Game Changers is designed to attract young families to the museum this summer.

Game Changers

The campaign will go live 20 July and run throughout the summer, offering a unique experience that seeks to draw parallels between the stories, characters and weapons in games and the tales that the artefacts tell.

As one of the oldest serving museums, the Royal Armouries has long been a national institution, boasting one of the largest collections of arms and weaponry globally, with recent efforts focussing on making the world-renowned museum more inviting and engaging to families.

Game Changers aims to evoke the imagination of the past with the present by encouraging visitors to explore the museum’s rich offerings, ranging from Japanese samurai and Henry VIII’s armour to iconic movie props and an Indian war elephant.

Through free daily live shows and combat demonstrations, visitors will be able to watch history come to life and understand the importance of comprehending our past to better appreciate our present and future.

Speaking on the campaign, Born Ugly CEO, Sarah Dear, said “It’s special to work on such a unique and exciting project with as respected a national institution as the Royal Armouries.

“As parents look for opportunities for in-person fun and learning during the summer holidays, we hope that Game Changers offers an alternative that is both entertaining and intriguing.

“By bridging the gap between the screen and reality, we aim to channel gaming imagination into an enthusiasm for the stories the artefacts and experiences represent.”

Florence Symington, Director of Brand & Audiences at the Royal Armouries added “Born Ugly worked closely with us to deeply understand the Royal Armouries, ensuring no stone was left unturned.

“They helped us to clarify our aspirations, the change we want to make and demonstrated how we could evolve for the future.

“Born Ugly pushed us both strategically and creatively, empowering us to be bolder whilst allowing us to have lots of fun along the way.

“This campaign signifies the next step in that evolution, and we’re excited to see the impact this campaign is going to make.”