Art Gallery of Ontario
The Collective was engaged to create an integrated advertising campaign that would intrigue and inspire the primary target audience of culturally active adults, resulting in higher brand recognition for the AGO, increasing visits and driving greater ticket sales for the J.M.W. Turner: Painting Set Free exhibit.
Creative development began with the wordmark, taking into consideration the dichotomy seen in Turner’s works. There is a tension that evokes the violent and serene; with fonts deliberately chosen and used in the modern, masculine look of the name TURNER, mixed with a selection of historic fonts that appeared during Turner’s lifetime. Along with J.M.W. Turner, ‘Painting Set Free’ is elevated through size and colouration to give it prominence and strength.
The colour palette was derived from Turner’s own, specifically, his penchant for and liberal use of the colour yellow and deep blue.
Oxymoron headlines were used as a vehicle to express the extreme contradictions within Turner the man, his art and the visceral response his audience feels when viewing his paintings.
Additionally, the dichotomies of Turner were showcased on banners, expressed in lists of contradictory words that were grouped into three themes: Artist Fascination, Essence and Innovative Technique.
Campaign elements included newspaper and magazine ads, online digital ads and homepage takeovers, digital OOH transit shelters, animated digital screens, radio and television, and on-site exterior banners and signage.
“The Collective is a collaborative, strategic creative firm that is process-oriented and works to help organizations gain deeper insights into the market and what’s required for breakthrough, including effective and efficient media innovation. They bring both support and expertise to bear that create brand understanding and honest partnership.”
Corinne Rusch-Drutz, PhD
Chief Development Officer at Art Gallery of Ontario