Honours & Accolades
One Show | Communication Arts Advertising Annual | Marketing Awards | ADCC | Applied Arts Advertising Annual x2 | Media Innovation Awards

Millennials often overlook history and its preservation, making a social feed from Heritage Toronto an unlikely destination for them. Recognizing this challenge, we turned their disinterest into an opportunity by focusing on a part of the city they do care about: Graffiti Alley. We developed the Graffiti Alley Instatour, a virtual walkthrough of the alley accessible on mobile devices. This innovative experience was created using 1,300 individual photos, within which we embedded fascinating tidbits about significant works by renowned street artists such as Obey, Stickman, Uber5000, and Elicser. The Instatour also highlighted iconic spots linked to Rick Mercer and Drake’s Views pop-up shop.

By producing the world’s largest-ever photo of graffiti, we garnered widespread attention, with international coverage from outlets like Boing Boing, Konbini, and The Verge. Most importantly, the initiative introduced Heritage Toronto to an entirely new and engaged audience.

Creative Collaborators:
Brian Allen: ACD
Nethmie Hetti: Art Director
Jorden Darnbrough: Copywriter
Justin Poulsen: Photography