ROM begins shark campaign
By Derek Winkler
The Royal Ontario Museum in Toronto has begun a new advertising campaign called “Dive Deeper.” Developed by Broken Heart Love Affair of Toronto, the campaign promotes the museum’s new exhibition on sharks, which will run until March 2026. It consists of digital, social media and streaming audio executions, accompanied by out-of-home advertising in the Greater Toronto Area. The creative encourages consumers to rethink what they know about sharks by presenting lesser-known facts about the animals. Media work is being handled by Cairns Oneil.
“Popular media has fed us this surface-level understanding of sharks, and we ate it up hook, line, and sinker,” said Marty Hoefkes, creative director of Broken Heart Love Affair. “But if you wade into the world of sharks and get closer to the real thing, you’ll see that each individual shark has hundreds of awe-inspiring points. Hopefully this campaign gives visitors something to chew on, and brings a frenzy of voracious minds to ROM to learn more.”