In Photo Booth, a man enters a photo booth in a mall. He pumps a bunch of quarters in the machine and proceeds to make a series of bizarre facial expressions. He collects dozens of photo strips and returns to his living room, where he creates a flipbook that shows him lip synching - guestures and all - to the signature piece of his favorite opera.
Philosophy
The Stay Curious campaign challenges the perception that PBS is a dry somewhat stuffy, educational network. The goal is to attract people who have a natural affinity for PBS but are watching other networks. They love finding out about stuff: it makes them feel alive, bright and enlightened.
Problem
Stimulation seekers are watching other networks. They think that PBS is stuffy and educational.