Which famous military history museum launched the award-winning "What They Carried" packaging design campaign that featured soldier silhouettes with QR codes linking to oral histories?

War museums and military memorials around the world have evolved sophisticated retail strategies to support their educational missions. These institutions carefully balance respectful commemoration with the need to generate revenue through branded merchandise. This trivia question explores how one famous military museum revolutionized its brand storytelling approach to connect with younger audiences while honoring veterans.

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Imperial War Museum (London)
National WWII Museum (New Orleans)
Australian War Memorial (Canberra)
National Army Museum (Washington D.C.)