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National Gallery of Canada breaks new campaign

The Ottawa-based National Gallery of Canada has begun a new advertising campaign encouraging people to visit the museum even in the absence of a blockbuster exhibition. The campaign, developed by Kaboom-LXB of Montreal, includes exterior signage along with newspaper and Web advertising. The creative focuses on the works by well-known artists that are part of the gallery's permanent collection. "The creative approach builds on the perceived weaknesses, by positioning this collection as a private and elitist club where only few hand-picked artists can be members," said Pier Lalonde, the agency's senior creative director. "Playing with the idea of Picasso and his friends, Colville and his friends, we put all the emphasis on this collection's richness and great variety. Of course, this approach banks on the plurality of executions."

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