Client: Toronto Public Library
The goal of this campaign is to rebrand and promote memberships of Toronto Public Library’s teen programme Young Voices by giving it completely new brand identity, first starting off with a new name “mise en scene” (MES in short)— a platform for young people to harness their creative talents.
Advertising
OOH was placed around the Downtown Toronto on transit shelters, the Path, and even on busses, streetcars, and subway – anywhere Toronto youths would see. These ads also vary by each displaying a kind of creative outlets that mise en scene would be able to help Toronto youths with.
Print ads would be seen in Toronto magazines that have a young readership and are arts-related.
Library cards
To rejuvenate the brand, some branding assets are created. MES members would have a choice of one of the six MES special edition personalized library cards with their names printed on it.
Website
MES would establish its own website to allow visitors to read the staff-run blog, read MES magazines, and showcase and submit their work to MES. Once login, MES members would have access to exclusive tutorials and lectures led by veteran creative professionals.
app
An extension of this website is an app created for the members who would be able to access to exclusive articles, RSVP workshops and events, and engage in discussion boards with other members using the app.
Brochure
The brochure introducing MES is also available at all branches of the Toronto Public Library and community centers.
magazine
We kept a part of the original Young Voices programme –the magazine featuring submitted works from Toronto youths. However, the look and feel of it are much elevated and modern. Also, the quarterly publication is upgraded by being available on MES website and accepting online submission in addition to physical submission now.
Social Media
Digital ads are on social media platforms like Instagram, Facebook, YouTube, Twitter, Snapchat, and Spotify. Social media accounts are also created to launch MES and share resources for the community.
“Is writing, visual art, theater you thing? Want to create? Join mise en scene today! A creative hub for young artists. Light Your Path and See The Light.” – MES audio ads on Spotify
see the full campaign
Click the image below
