Museum of Contemporary Art - "Museum of Contemporary Art"

Leo Burnett Toronto

Leo Burnett Toronto Toronto, Canada

Awards

8922

Brand: Museum of Contemporary Art
Country: Canada

Advertiser: Museum of Contemporary Art

Title	Museum of Contemporary Art
Agency	Leo Burnett Toronto
Campaign	Museum of Contemporary Art
Advertiser	Museum of Contemporary Art
Brand	Museum of Contemporary Art
Date of First Broadcast/Publication	2019
Business Sector	Museums & Monuments
Philosophy	Contemporary art is often misunderstood and underappreciated. When tasked with getting people to attend the relaunch of the Museum of Contemporary Art (MOCA), we had to get them to see contemporary art, the museum and its opening differently. To drive visits opening weekend, we created a location-based campaign that challenged people to break routine and experience something different at MOCA, in tandem we rebranded the new museum. The campaign drove more than 11,000 visitors in the opening weekend and achieved 40% of MOCA’s yearly attendance numbers within the first 3 months.
Media Type	Packaging, Branding & Design
Length	120 seconds
Chief Creative Officer	Judy John
Creative Director	Lisa Greenberg
Creative Director	Steve Persico
Creative Director	Anthony Chelvanathan
Copywriter	Steve Persico
Art Director	Anthony Chelvanathan
Design Director	Man Wai Wong
Design Director	Ryan Crouchman
Designer	Man Wai Wong
Designer	Jeff Watkins
Illustrator	Hanna Tapang
Developer	Karen Steinberg
Agency Production Director	Franca Piacente
Agency Producer	Tania Gaudio
Agency Producer	Sabrina DeLuca
Agency Producer	Alex Postans
Print Producer	Carly Price
Group Account Director	Allison Litzinger
Group Account Director	Allison Ballantyne
Account Executive	Dorota Wierzbicki
Account Supervisor	Milly Benko
Account Supervisor	Wendy Richardson
Planner	Tahir Ahmad
Photographer	Mike Tjioe