MOCA is relaunching in Toronto with a new building. Their opening exhibits weren't high profile enough to pull people in (especially the casual gallery goer), but with a new space in a new neighbourhood MOCA could promise people a new experience. Something "unsame" to do after work or on the weekend.

Working closely with a media partner we were able to pick spots where people often experience routine. Spots that would play into our idea of 'try something different'. The routine of commuting, typical entertainment choices, what you usually see, and more.

To attract the casual person to the new MOCA, we decided to not play up the art or the artists, rather the effect of doing something different (going to MOCA vs. your usual) would have on you. Insights into people's routines were used to generate copy and challenge them to 'seek unsame'. While the look borrowed from the formal world of galleries, the copy was written to be inviting and playful so not to make art seem so pretentious.