Cannes Lions
LEO BURNETT TORONTO, Toronto / MUSEUM OF CONTEMPORARY ART / 2017
Overview
Entries
Credits
Description
For a solution, we looked to the MOCA’s philosophy: “Make art more accessible, personal and friendly for all.” Borrowing from the graffiti walls of the building, an artist spray-painted “You are a part of this. This is a part of you.” across the covers of the books. This let all potential donors know they’re one key piece in the overall story. This also made each book a personal, limited-edition piece.
Execution
The book was designed using new and archival photography and illustrations and renderings. One hundred books were created. Their covers were left blank until they were joined to create a canvas.
Outcome
See Confidential Information.
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