Art connects us

The National Gallery of Canada is major art museum in Ottawa, Ontario. It is known for it's impressive collection of Canadian and Indigenous art, as well as works from European, American, and Asian artists.

Insight

The National Gallery of Canada has cultivated a vibrant community of art lovers, particularly among older adults. Now, the Gallery is eager to broaden its reach and welcome a new generation of members by targeting younger audiences to join and engage with its offerings.

Idea

We’ve created a campaign that brings people from all walks of life together through the Gallery’s art.

Video - 18 Second Social Cuts (ENGLISH)

Video - 18 Second Social Cuts (FRENCH)

Each video is produced in both 9:16 and 1:1 formats, available in French and English, along with a variety of additional programmatic sizes.

Gallery Sounds

This 30-second Spotify audio ad was developed to complement the Digital OOH campaign, targeting free-tier listeners in the National Capital Region (NCR) during peak listening hours.

Key takeaways

During the winter campaign for the National Gallery of Canada, we generated over 8 million impressions across all digital channels—including programmatic, Meta, Spotify, Youtube and SEM—and drove more than 30,000 clicks.

Results

Audience & Creative Learnings

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We were hoping to target ages 16–30, but the primary audience turned out to be individuals aged 35 and older.

Ages 35+ were the key audience

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The formats include 300x250 (Programmatic), stories, in-feed, and video (Meta).

Multiple top-performing ad formats

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How I grew as a designer

Designing for new platforms

Gained hands-on experience in crafting engaging audio ads using Adobe Audition.

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Enhanced my time management skills by designing effectively under tight deadlines.

Designing with tight deadlines

To learn more about the National Gallery of Canada click here