When the acclaimed “Book of Mormon” musical opened in Melbourne, Australia, The Church of Jesus Christ of Latter-Day Saints made their presence known by hiring BONCOM to create a campaign that would capitalize on the buzz of the show. My team developed a campaign that placed advertising in some of the busiest city locations pushing slogans like "you've seen the show, now read the book". We also created prime-time TV advertising spots, utilizing well-known Australian church members discussing what the Book of Mormon means to them. The campaign was successful at both dispelling myths about the Church as well as creating interest in the faith.