City of Toronto
To reinvigorate peoples’ interest in Nuit Blanche, the City of Toronto was looking to breathe new life into their marketing with a refreshed look and feel. So, we came up with a simple idea that highlighted Nuit Blanche’s unique ability to add vibrancy to the night while hinting at what people can expect to discover when they attend.
Now in its 18th year, Nuit Blanche – an annual, one-night celebration of contemporary art – has become an institution in the city. But that legacy also means that Toronto residents have built up certain expectations as to what they can expect when the night finally rolls around. While many see it as an opportunity to explore public spaces, be inspired, and re-engage with their city, others feel that if they’ve seen it once, they’ve seen it enough.
To reignite Torontonians’ interest in Nuit Blanche, we wanted to remind them of the things that people find most exciting as they journey through each year’s exhibits and installations: the opportunity to rediscover their city and its spaces transformed by art. That transformation is made even more impactful by its ephemeral, one-night-only nature. But that fleetingness presented a challenge.
“We knew that this campaign would need to extend over multiple years, and would need to work across multiple curatorial themes. That meant we needed to really hone in on those pillars of Nuit Blanche that endure: magic, illumination, and a vibrancy that brings the city to life during the night. Many people are drawn in by the sense that something big and bold is happening, even if they don’t know exactly what they’ll stumble upon. For a lot of Toronto residents, it’s the only time they purposefully engage with contemporary art each year. That sense of adventure is something really special that we wanted to capture.” – Mary Chambers, Chief Strategy Officer Publicis Canada
That vibrancy – with art breathing life into Toronto overnight, when the city is usually at its sleepiest – is a constant that remains true each and every year when Nuit Blanche returns. Though each iteration is different, with location, artists, and installations changing year-over-year, attendees can be sure that the city will be full of surprise and life, awakened by artists for an incredible adventure. We wanted to embrace that vibrancy – even as the event constantly evolves – as a compelling reason to keep people coming back.
Our interpretation draws inspiration from the moon, boldened by layers of colour, representing the many layers of art and illumination our audience will experience. In the same way that the moon’s glow helps us navigate the night, the beckoning vibrancy of art at Nuit Blanche ignites the city and provides a path for attendees to explore.
Check out Nuit Blanche from 7pm on October 5 to 7am on October 6 (it’s free!) and go where the art takes you.