A Story In Every Stitch.
The Textile Museum of Canada celebrates cultural diversity through cloth and art, showcasing 14,000 permanent objects from more than 200 countries. However, there is a lack of awareness about the museum and its offerings Which is unfortunate Considering that more Canadians are visiting museums and galleries, now more than ever.
The idea, Textiles are powerful expressions of every culture by telling the stories of who we are, and where we come from.
To introduce the campaign ‘ A story in every stitch’ We start with a print executions that puts Textiles and their stories forward. Each Ad contains pieces belonging to the museum and a clothing tag. These tags are a big part of the graphic identity, because they tell the story of each piece through text and icons.
Giving the audience the opportunity to look and feel the textiles in person. The real fabric of the Mola blouse, will be used to wrap up bus stops close to the museum.
Tags are stacked to show the endless possibilities of textile art and their stories. To learn more about each story you can click on the post. It will take you to a landing page where the full stories can be read and a purchase point for tickets.
For the experiential part of this campaign, the TMC wooden loom will be exhibited in a variety of Toronto creative locations like the AGO and Tiff. The purpose will be advertised as creating the longest textile in Canada. As each individual who participates will be adding a small section to to the overall tapestry. After each person contributes to the tapestry, they will be invited to share a small story about themselves. The tapestry will be in constant digitization for online access.
This interactive method has the potential of creating a lot of buzz and attention while being a positive community endeavour.
These tags were written by people who interacted with the loom and where asked to tell an interesting story about themselves, that will be forever recorded in Canadian history.
City of Toronto
The Textile Museum H.N Pullar Library will be promoted on books related to textiles from Toronto public libraries. There will be a tag inviting people to discover the many resources the TMC has to offer as well as a bookmark, reminding readers of the amazing stories within textiles.
For the outside of the museum, the tags will be used as banners as it often happens that people miss the Textile Museum because of the density of the area. Just off Dundas and University.