Museum of Toronto begins brand campaign
By Derek Winkler
The Museum of Toronto has begun a brand campaign called “For the T.O. You Don’t Know.” Developed by Berners Bowie Lee, the effort encourages residents of the city to examine lesser-known aspects of its history. It makes use of plaques, posters and sidewalk stickers at 25 locations that describe elements of Toronto history such as the Jamaican Patty Wars and the Circus Riots. The signage incorporates QR codes which consumers can scan to access additional information.
“We wanted to create a campaign that turns the entire city into an open-air museum,” said Michael Murray, chief creative officer at Berners Bowie Lee. “By revealing these hidden stories, we hope Torontonians will see their city in a new light, one that sparks curiosity, pride and a deeper connection to the places they walk by every day.”