Rediscover Toronto - Ad Thesis 2

Ad Thesis - Project 2

Rediscover TO

With travel and tourism re-opening within the City of Toronto, the City needs to let Torontonians (and the world) know that they are back in business. The things that make Toronto best, like sports, art, music, experiences, culture, relaxation, etc, need to be known and seen.

The City of Toronto wants those who are COVID-weary and itching to return to a normal lifestyle, to rediscover the joys of being in one of the world’s great cities by showing them all Toronto has to offer. They are seeking to increase visitors from 2022-2023 and get them to "rediscover Toronto all over again" using this campaign.

Inspiration

We looked at various aspects of Toronto that make it such a famous, fun, and memorable city.

Insight

Toronto is all about connection, and now is the time to rediscover your unique connection with the city. There’s something for everyone.

Ideation

Poster & mural inspo/ideation

The Big Idea

We used hand drawn images in the colours of the Toronto sign in Nathan Phillips Square to portray the various people and activities found in the City, to present a colourful and fun way to rediscover all that's in Toronto!

Social/Digital

A video ad depicting the many different experiences and memories you can make in Toronto to the song “What a Wonderful World”, reminding the viewer of their memories within Toronto, and how wonderful of a city Toronto is.

OOH

An out of home replacement mural image in Union Station, poster ads, and transit wraps promoting Toronto sports, events, entertainment, heritage, nature, sightseeing, and many activities you can do and things you can see within the city.

Interactive

Get Torontonians to post images of themselves and their friends rediscovering and enjoying their favourite areas and events in Toronto on social media using the hashtag #RediscoverTO.

Executions