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Royal Ontario Museum breaks new campaign

The Royal Ontario Museum in Toronto has begun a new advertising campaign called "Dawn of Life." Developed by Broken Heart Love Affair of Toronto, the campaign promotes the re-opening of an exhibit that began at the museum in October, but was suspended due to COVID-19 restrictions. This is the museum's first new gallery in 10 years. It displays approximately 1,000 fossil specimens.

The campaign consists of a 60-second video depicting a young boy visiting the gallery with his mother. When he touches an ancient rock, a second version of himself appears and begins asking questions such as, "How old is life itself?" "Where did we come from?" and "Did all life begin the same?" The ad is running in cinemas as well as through programmatic media buys and on social media. Shorter executions of the video will also be used. Media work for the campaign was handled by OMD.

"It was a luxury to have access to the ROM to scout early and often, which is far from normal," said Jordan Hamer, a creative director at the agency. "That helped us plan our day to fit into a tight schedule. To see our first self-directed effort go out into the world as a 60-second cinema piece was really something special."

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