FOR IMMEDIATE RELEASE
Just a regular day doused in hot pink paint.
Cossette breaks a new advertising campaign for MOCCA
Toronto, October 05, 2011: Ordinary people doing everyday things forms the central theme in a new advertising campaign for the Toronto-based Museum of Contemporary Canadian Art (MOCCA). But, as you might expect from an institution so closely associated with innovation, there is twist.
The people are drenched in hot pink paint as they go about their lives in otherwise average urban settings. The attention-grabbing imagery is supported by the headline: get contemporary.
“We chose ordinary situations because we wanted to get across the idea that MOCCA and the work that it displays is accessible to everyone,” says Caitlin Keeley, copywriter at Cossette, who helped develop the campaign for MOCCA. “And we chose to have them appear in hot pink, which is a striking and contemporary colour. The paint is like the art experience that sticks with you,” adds Josh Day, the art director behind the campaign.
There are three print ads in the campaign shot by award-winning photographer Mark Zibert, featuring a man walking his dog in a park as a woman drinks from a fountain, a man trimming his backyard with a whipper-mower and a woman pushing a grocery cart in a parking lot. A video work was also produced, which will be presented online, and at Art Toronto 2011, the Toronto International Art Fair.
“It’s a great opportunity for MOCCA to be working with Cossette, one of Canada’s leading ad agencies. Their concept for the campaign articulately reflects MOCCA’s vision of conflating artistic innovation, provocative imagery and familiar everyday activities. I really think the public will enjoy the results,” says David Liss, Artistic Director and Curator, MOCCA.
The advertising campaign breaks today to coincide with a public Launch Party at THE HOXTON (69 Bathurst Street) on October 5, 6-10 pm. The ads will be running on bus shelters across the GTA in an effort to reach beyond the usual art crowd.
Relocated to the fashionable Queen Street West district six years ago, MOCCA’s mandate is to exhibit, research, collect, and promote innovative art by Canadian and international artists whose works engage and address challenging issues and themes relevant to our times.
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