The ROM's Ad for 'Kent Monkman: Being Legendary' by BHLA Uses Actual Stardust
Grace Mahas — October 12, 2022 — Marketing
References: brokenheartloveaffair & youtube
A new campaign from Toronto agency Broken Heart Love Affair (BHLA) for Toronto's Royal Ontario Museum (ROM) uses an unlikely material -- stardust. According to the brand, a scientific study provided definitive proof that the human body contains 97% of the elements found in the galaxy, proving that we are indeed made of stardust.
The stardust contained in humans is as old as the universe itself and is a central theme running through the RoyalOntario Museum’s (ROM) new exhibition Kent Monkman: Being Legendary and the genesis of “We Are Made of Stardust,” an evocative new campaign from Toronto agency Broken Heart Love Affair created to support the exhibition.
Running through March 19, this major solo exhibition from internationally acclaimed Cree artist Kent Monkman features 35 paintings, plus sculptures, and etchings, the majority of which have been created specifically for this show.
“Given full access to the Museum and full license to realize his artistic vision, Kent Monkman's Being Legendary offers visitors the chance to see an exhibition of visually stunning artworks that were created in response to the collections housed in ROM,” says Lori Davison, ROM Chief Marketing & Communications Officer. “Being Legendary is emotionally complex and at times disturbing, but the show intentionally builds toward a sparkling optimism. We wanted the campaign creative to convey a similar emotional crescendo.”
The stardust contained in humans is as old as the universe itself and is a central theme running through the RoyalOntario Museum’s (ROM) new exhibition Kent Monkman: Being Legendary and the genesis of “We Are Made of Stardust,” an evocative new campaign from Toronto agency Broken Heart Love Affair created to support the exhibition.
Running through March 19, this major solo exhibition from internationally acclaimed Cree artist Kent Monkman features 35 paintings, plus sculptures, and etchings, the majority of which have been created specifically for this show.
“Given full access to the Museum and full license to realize his artistic vision, Kent Monkman's Being Legendary offers visitors the chance to see an exhibition of visually stunning artworks that were created in response to the collections housed in ROM,” says Lori Davison, ROM Chief Marketing & Communications Officer. “Being Legendary is emotionally complex and at times disturbing, but the show intentionally builds toward a sparkling optimism. We wanted the campaign creative to convey a similar emotional crescendo.”
Trend Themes
1. Stardust-inspired Advertising - Brands can leverage the concept of stardust to create innovative advertising campaigns and bring a new perspective to their message.
2. Art-inspired Exhibitions - Integrating art and science in exhibitions can lead to captivating and thought-provoking displays that capture the attention of a wider audience.
3. Body Elements as Inspiration - Using the human body as inspiration for creative projects can bring about unique and unexpected outcomes.
Industry Implications
1. Museums and Exhibitions - Museums and art exhibitions can incorporate innovative themes and marketing strategies to attract new audiences and increase visitor engagement.
2. Advertising and Marketing - Brands can explore unconventional materials and themes to elevate their messaging and create more memorable campaigns.
3. Art and Design - Integrating science and other disciplines into art can result in unique and striking works that challenge traditional boundaries and perspectives.
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