Pretty in pink

MOCCA wants people to get contemporary.

According to the Museum of Contemporary Canadian Art (MOCCA), stopping by to check out its wares is an experience akin to being doused in bright pink paint because it’s a striking one that will stick with you. That’s why posters in bus shelters throughout Toronto, developed by Cossette, show people painted in pink going about everyday situations, which also aims to convey MOCCA’s accessibility. We’re up for a striking experience that will stick with us, but to be honest we don’t think we’d look so pretty in pink.


advertiser: Museum of Contemporary Canadian Art
agency: Cossette
AD: Josh Day
copywriter: Caitlin Keeley