Bank of Canada Museum: Cooler than you think

Strategy

Our job was to help shift the perception. To break the stereotype. To take what some considered a dry topic and show it under a different, more engaging light. To do that, we mined real Google reviews from visitors, revealing a consistent theme. People didn’t expect the museum to be so fun and enjoyable, especially for kids. But it was. 

This insight became the cornerstone of the campaign. From there, we built a creative platform that played with contrast. We wanted to show both sides of the experience—historic and high-tech—and position the museum as immersive, fun, and yes, cooler than you think.

Execution

We brought the concept to life through a branded video and custom rack card design. Along with research and creative ideation, the scope of work included:

• Video production: Shot on-site and guided by our creative direction, the video highlighted the interactive elements of the museum, using stylized lighting and pacing to match the unexpected tone.
• Custom rack card: Designed to stand out among traditional brochures, the piece mimicked the museum’s custom avatar system.

• Photography: A full photo shoot captured visual assets used across digital and print.
• Creative direction and copywriting: From scripting to positioning lines, we oversaw every detail to keep the tone playful and surprising.
• Partner collaboration: We collaborated with House of Common for the photo and video work to capture the museum like never before.

The result? A bold campaign showing a different side of the museum without reinventing it. We simply amplified the story that was already there.