Solution
To encourage people to visit the MMFA, we chose to draw their attention not to the some 47,000 works in the collection, but to the variety of ways to experience them. Entitled “Visit Your Way,” the campaign highlights all that visitors are welcome to do at the Museum: to spend more time on a sofa than in front of a painting, to laugh out loud, to not read all the descriptions, to find it all weird, etc.
Our approach
Each piece of the campaign is centred around a person (or people) interacting with a work of art. Instead of being the focal points of the ads, the works are the eyes through which we discover visitors in their range of emotions and behaviours. Showing a diversity of faces — representative of the Museum’s public — and featuring bright colours, the campaign celebrates the unifying, accessible, and welcoming nature of the MMFA.