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National Gallery of Canada promotes 1930s exhibition

The National Gallery of Canada in Ottawa began a new campaign on June 5 promoting its summer exhibition, "The 1930s: The Making of 'The New Man.'" The campaign, developed by Kaboom/LXB consists of television, newspaper, billboard, transit and Web advertising, along with posters and collateral materials. The creative uses a rough metal backdrop to signify the spirit of the decade. "Even before initiating the campaign's design, we did lots of research on the soul of this fascinating and active decade," said Pier Lalonde, senior creative director of the agency. "We wanted to grasp it completely before communicating it because it is such a creative and troubling period, especially because it is the least known decade of the general public. The motion design technique seems the most effective in translating these years' soul and to promote the importance of such an exhibition. The exhibition features approximately 200 works of art by Giacometti, Dali, Miro, Ernst, Arp, Kandinski, Colville and Rodchenko, among others.

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