Art Rate Monitor | Personalize Your Art Experience | Clapboard

Art Rate Monitor

Description

In 2024, the Art Gallery of Ontario partnered with Zulu Alpha Kilo to launch the innovative 'Art Rate Monitor' campaign in Canada, designed to engage a younger and more diverse audience who may not traditionally identify as "art people." Central to the AGO’s new brand platform, Gallery of Us, this experiential and integrated campaign blends technology and art to reveal how deeply personal and varied art experiences can be. Visitors wear a custom heart rate monitor that tracks their physiological responses using beacon technology as they move through the gallery, uncovering which artworks resonate most emotionally. At the end of their visit, participants receive a personalized visualization reflecting their unique journey, including an art persona that aligns with the pieces that moved them, a preferred color palette, and tailored exhibition suggestions. This approach uses a playful, horoscope-inspired framework to categorize artworks into eight distinct personas, each characterized by a heartbeat image inspired by iconic gallery pieces—for example, “The Powerhouse” persona references hand-carved stone and sculptural motifs. This form of visitor engagement not only challenges the traditional perception of art galleries as stuffy or dull but also creates a meaningful connection by illustrating that art reflects human diversity and shared experiences. The campaign highlights the AGO’s commitment to evolving how audiences interact with art through immersive, data-driven storytelling. Free and included with general admission until November 19, 2024, the Art Rate Monitor experience is complemented by AGO’s in-house paid media efforts focusing on social media and unexpected public postings, further amplifying the campaign’s reach and impact across the hospitality and tourism sectors.

Credits

Client

Art Gallery of Ontario, Ros Lawler, Kimber Slater, Suman Chahal, Sahana Nair

Agency

Zulu Alpha Kilo

Executive Creative Director

Jenny Glover, Brian Murray

Chief Design Officer

Stephanie Yung

Creative Director

Jeff Tyser, Nikki Garrett

Creative Director Copywriter

Marco Buchar

Creative Director Art Director

Michael Romaniuk, Ivan Mallqui

Design Director

Jeff Watkins

Digital Design Director

Damian Simev

Account Management

Alyssa Guttman, Alexa Macdonald, Erika Dafoe

Strategic Planner

Heather Segal, Meredith Ferguson, Sarah Yim

Executive Director

Sean Bell

More like this

Think Montréal to invest in real change - Montréal International | Clapboard Ad Archive

Think Montréal to invest in real change, a 2024 campaign by Montréal International created with Alt productions, positions Greater Montréal as a cutting-edge hub for cleantech innovation within the travel and leisure sector, emphasizing the region’s commitment to sustainability and attracting investors and entrepreneurs aligned with eco-friendly technological advancement. The campaign’s film asset leverages what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery—to craft a compelling narrative that transcends mere promotional rhetoric by showcasing Montréal as a thriving community fueled by talent and renewable energy, where real progress is happening across multiple fronts including electric vehicle manufacturing, sustainable aviation, energy-efficient buildings, and sustainable agriculture. This strategic focus aligns tightly with the global momentum behind green technology, appealing to decision-makers in hospitality and tourism who prioritize environmental stewardship as a business imperative. By depicting a forward-thinking ecosystem rather than relying on traditional storytelling or symbolic devices, the campaign invites identification and aspiration among like-minded stakeholders eager to join a dynamic and impactful community. Montréal International’s approach here is both authentic and targeted, employing a documentary/social experiment style that lends credibility and transparency to the brand proposition while reinforcing the city’s status as a leader in cleantech. The campaign’s clarity in messaging—inviting participation in a place where innovation meets sustainability—serves to differentiate Montréal in a competitive market, particularly against other Canadian urban centres vying for green investment. Clapboard rates this campaign 61/100. This campaign matters to the industry because it demonstrates how destination marketing can successfully integrate sustainability narratives with economic development, signaling that future-focused urban branding must move beyond tourism attractions to emphasize real-world innovation and impact within emerging sectors.

Campaign Proposition

The Art Gallery of Ontario’s “Art Rate Monitor” campaign seeks to redefine the traditional art gallery experience by emphasizing personal emotional engagement over passive observation. The campaign’s core proposition is that art is not an isolated, elitist pursuit but a reflection of individual human experience and diverse perspectives. By using biometric technology to track visitors’ heart rates as they interact with various artworks, the AGO aims to demonstrate that each person’s connection to art is unique and meaningful, thereby breaking down barriers for younger and more diverse audiences who may not identify as “art people.” The experience culminates in a personalized analysis, categorizing visitors into one of eight distinct art personas with horoscope-inspired traits that align with their emotional responses, adding an accessible, relatable layer to how art is traditionally consumed. The campaign’s market strategy rests on a fundamental insight: younger audiences are more likely to engage with cultural institutions when the experience feels personal, interactive, and less formal. By integrating experiential technology with a lighthearted, identity-driven framework, the AGO shifts the gallery visit from a passive viewing into a multidimensional journey of self-discovery and connection. Targeting younger, diverse demographics who may feel alienated by classical art institutions, the campaign leverages social and guerrilla media placements to amplify reach and engagement. This approach positions the AGO as a contemporary cultural venue that values inclusivity and personal relevance, encouraging repeated visits and deeper emotional investment. Overall, the campaign strategically marries technology, psychology, and storytelling to transform perceptions of art galleries, making the experience both approachable and memorable.

Creative Device

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. The "Art Rate Monitor" campaign centers around a distinctive and proprietary gallery experience where visitor heartbeats are tracked to reveal personal responses to art. The communication does not follow a traditional narrative arc, nor does it highlight a problem and solution, nor use celebrities or exaggeration. Instead, it focuses on the unique, playful personalization of each gallery visit—a singular product identity rooted in technology and data-driven self-discovery, presented as the AGO's innovative differentiator to attract new audiences. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Montréal: The place I now call home - Montréal International | Clapboard Ad Archive — archive collection thumbnail

Montréal: The place I now call home - Montréal International | Clapboard Ad Archive

Montréal International’s 2021 campaign Montréal: The place I now call home, crafted by Gimmick Studio, marks a confident repositioning of the city within the travel and leisure category, emphasizing its unique combination of urban vitality, inclusivity, and expansive natural surroundings as a magnet for global talent and newcomers. Centered on a distinctive narrative film, the campaign asserts Montréal’s advantages through the lived experience of a new resident, foregrounding the city’s status as both a welcoming metropolis with a human scale and a dynamic destination where water, green spaces, and breathable air grant rare latitude in urban living. Speaking directly to the aspirations of international professionals and students, the communications reinforce Montréal’s broad appeal: quality job prospects, affordable cost of living, robust safety, and a full calendar of cultural and recreational options, all wrapped in an atmosphere of openness and belonging, are presented not in the abstract but as tangible benefits embodied in the user’s journey toward calling Montréal home. The strategy moves beyond the typical grandeur or cultural deep dive found in city marketing, calibrating its message instead to the value drivers that motivate real-world relocation decisions—space to grow, opportunity to thrive, and ease of integration for both career-seekers and students alike. Calls to action are sharply targeted and actionable, guiding professionals to talentmontreal.com and students to ichoosemontreal.com, tailoring the funnel to the distinct needs and ambitions of each segment. This audience resonance is underpinned by a creative approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, deploying a relatable protagonist whose journey signals, with authority and warmth, the possibility for any viewer to write themselves into Montréal’s evolving story. The absence of celebrity testimonial or overt demonstration works in the campaign’s favor, letting the authentic tone and the city’s visible attributes do the heavy lifting in brand-building and trust formation. Social hashtags such as #liveinmontreal and #montrealmoments serve to extend reach and foster a digital community, reinforcing the emotional promise of belonging that Montréal International is keen to deliver. The campaign earns 64/100 in Clapboard’s global creative archive. At a time when global cities are competing for talent on the strength of their lived experience, Montréal: The place I now call home demonstrates how user-centered, lifestyle-driven positioning can establish both differentiation and emotional connection in the hospitality and tourism sector.

Born to Let Go - Alliance de l’industrie touristique du Québec | Clapboard Ad Archive — archive collection thumbnail

Born to Let Go - Alliance de l’industrie touristique du Québec | Clapboard Ad Archive

Born to Let Go is a content-driven campaign launched in 2019 by Cossette for the Alliance de l’industrie touristique du Québec that redefines travel storytelling through an intimate exploration of Québec’s diverse landscapes and culture. Targeting international audiences in the hospitality and tourism market, the campaign follows two pairs of high-profile travelers—US photographer Paola Franqui and her mother, alongside French influencers Alex Vizéo and Steven Herteleer—as they immerse themselves in the province’s natural beauty and authentic experiences. This narrative approach aligns with what Clapboard’s taxonomy classifies as FORMAT#10 Associated User Imagery, where the aspirational yet relatable profiles of real travelers invite viewers to envision themselves in the same journey of escape and rediscovery. The campaign’s emotional core is further amplified by an original soundtrack, a cover of Daniel Bélanger’s Fous n’importe où performed by Québec singer-songwriter Charlotte Cardin and music producer CRi, which adds a nuanced sonic layer evoking the freedom and tranquility central to the Québec experience. Comprising nine media assets, Born to Let Go leverages a multi-channel strategy orchestrated with Hearts & Science to maximize digital engagement through social platforms and dedicated travel planning resources, thus extending its reach and reinforcing QuébecOriginal’s positioning as a premier global travel destination. The campaign’s emphasis on genuine human connection and sensory immersion eschews traditional product push in favor of evocative storytelling, allowing the viewer to vicariously let go of daily stresses and embrace the warmth, adventure, and cultural richness that define Québec’s hospitality ethos. Clapboard rates this campaign 71/100. Born to Let Go matters to the industry because it demonstrates how blending influencer-led narratives with culturally resonant music can deepen emotional engagement and elevate destination marketing beyond mere visuals to create a compelling invitation to experience place through shared human desires.

Science of Awe - Cirque du Solei | Clapboard Ad Archive — archive collection thumbnail

Science of Awe - Cirque du Solei | Clapboard Ad Archive

Cirque du Soleil’s 2018 integrated campaign Science of Awe, crafted by Burson Cohn & Wolfe for the Recreation and Leisure industry, elevates the brand’s signature emotional promise by transforming the elusive sensation of awe into a tangible, scientifically explored phenomenon. Rather than depicting a traditional narrative or simply showcasing performance highlights, this campaign embraces what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—by visualizing the profound impact of awe through a fusion of neuroscience, technology, and live audience engagement. The campaign collaborated with a leading neuroscientist, technologists, and 280 live spectators to capture the cognitive and emotional responses evoked by Cirque du Soleil’s artistry, making the abstract experience concrete and accessible. This approach deepens the audience’s connection to the brand by illustrating why awe resonates so powerfully, aligning Cirque du Soleil’s creative mystique with a scientific rationale that appeals to both intellect and emotion. Distributed through a single, compelling video asset optimized for digital platforms including YouTube, Facebook, Twitter, Instagram, and Snapchat, Science of Awe extends Cirque du Soleil’s global reach and invites viewers to engage more deeply with its universe of 20 productions and a legacy of enchanting over 160 million spectators in 400 cities across six continents. The campaign’s visual storytelling dramatizes awe not by recounting stories or solving problems but by symbolizing the brand’s transformative effect on perception and experience, reinforcing Cirque du Soleil’s position as a pioneer at the intersection of art and science. By demystifying awe and presenting it as a measurable, shared experience, the campaign reinforces brand loyalty and sets a benchmark for emotional storytelling in the travel and leisure category. Clapboard rates this campaign 63/100. Science of Awe matters because it signals a shift in leisure marketing toward experiential authenticity backed by scientific insight, demonstrating how brands can harness interdisciplinary collaboration to convey emotional truths that transcend conventional advertising.

The World is Yours to Explore - Pivotal | Clapboard Ad Archive — archive collection thumbnail

The World is Yours to Explore - Pivotal | Clapboard Ad Archive

Pivotal’s The World is Yours to Explore campaign, developed by Baldwin& and launched in the United States in 2024, marks a watershed moment for the emerging personal aviation category as it positions the Pivotal Helix personal electric aircraft at the vanguard of recreational and leisure travel. Rooted in the core tenet of individual empowerment, the campaign reframes flight as a highly personal adventure, using the metaphor of an eVTOL roadtrip to encourage viewers to transcend conventional boundaries and experience piloting on their own terms. This strategic creative positioning resists literal demonstrations of the Helix’s features, instead opting for a visually immersive short film that trades in symbols of freedom, discovery, and open possibility — a technique squarely aligned with what Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit. For a consumer base actively seeking new frontiers in travel technology, Baldwin& leverages the power of aspirational narrative, inviting audiences not just to imagine but emotionally inhabit the visceral thrill of personal flight, cleverly bypassing technical jargon and focusing instead on the universal desire for autonomy and exploration. The campaign’s cinematic execution bridges the familiar allure of the roadtrip with the futuristic promise of electric aviation, making the technology accessible and dreamworthy while deftly distinguishing Pivotal from urban- or regionally-focused competitors like Joby Aviation and Lilium, or experience-oriented rivals such as Kitty Hawk. In an industry where innovation messaging too often fixates on specs and sustainability checklists, Pivotal’s move to dramatize the intangible joy and freedom of flying through artful symbolism resonates deeply with early adopters, premium tech enthusiasts, and lovers of travel adventure. Backed by more than 600,000 views, The World is Yours to Explore demonstrates real traction among consumers intrigued by leisure experiences that redefine what is possible above the horizon, drawing on immersive storytelling to forge a strong emotional link between the audience and the Helix aircraft’s brand promise. The campaign earns 63/100 in Clapboard’s global creative archive. At a time when electric aviation is on the cusp of broader adoption, Pivotal’s approach stands out for trading detailed product rationales for emotionally charged aspiration, signaling a creative shift that will shape how future-forward mobility is advertised in the recreation and leisure space.

Yes, Columbus - Experience Columbus | Clapboard Ad Archive — archive collection thumbnail

Yes, Columbus - Experience Columbus | Clapboard Ad Archive

Yes, Columbus marks Experience Columbus’s most audacious entry into the national travel and tourism conversation to date, leveraging agency partner Luquire’s sharply focused strategy and production expertise to position the city alongside global luminaries like Paris, Barcelona, and New York not as an underdog, but as a peer in world-class culinary, nightlife, and cultural experiences. Launching with ten brisk 15-second spots, the Year: 2024 campaign tackles entrenched perceptions head-on, swapping subtlety for the bold device of explicit side-by-side comparison—a creative approach that sits squarely in what Clapboard’s taxonomy classifies as FORMAT#4—Contrast with the Competition. Headlines and visuals pair the names and reputations of top world cities with a concrete accolade earned by Columbus: a public market top-ten ranked globally, a science museum recognized as the nation’s best for four consecutive years, and a brewery scene lauded as top three in the United States, complete with an immersive profile of the Brewery District and innovators such as Land-Grant Brewing Company’s outdoor beer garden. By matching each high-profile city claim with a certified achievement, the integrated campaign builds credibility, turning the common question of whether Columbus can possibly compete with these powerhouses into a confident, factual affirmation. Targeting traveler mindsets that habitually default to familiar metros for culture, gastronomy, and entertainment, the campaign reframes Columbus as both unexpected and wholly deserving of a spot on any serious itinerary. This positioning is not attempted in isolation; rather, a robust media mix spanning radio, out-of-home, display, direct booking, CTV, social, SEM, and print drives frequency and reach across multiple audience segments, while the video assets distill complex credentials into instantly graspable, high-impact moments. This redefinition is not cosmetic—by enlisting verifiable accolades and focusing on distinct cultural touchstones, Experience Columbus sidesteps category clichés like generic Midwest charm or value-for-money tropes, instead opting for a reframing on par with Los Angeles’s creative swagger or Nashville’s cultural depth, but with a crisp, challenger sensibility that feels timely in the marketplace’s broader search for authentic, high-caliber alternatives. The campaign earns 63/100 in Clapboard’s global creative archive. As a highly visible effort that challenges the travel sector’s received wisdom around what defines a world-class city, Yes, Columbus signals how regional destinations with credible cultural capital can shift the narrative by meeting skepticism with side-by-side proof, not platitudes.

Break Your Routine - Tetley | Clapboard Ad Archive — archive collection thumbnail

Break Your Routine - Tetley | Clapboard Ad Archive

Tetley’s Break Your Routine campaign, brought to life in Canada in 2011 by agency John St, signals a distinct pivot for the brand within the Recreation and Leisure category, leveraging an Ambient approach that disrupts quotidian consumer behaviors to foreground Tetley Infusions as the antidote to monotony. The campaign’s central narrative, anchored by the Routine Experiment #1 media asset, stages a playful intervention into the daily shopping habits of ordinary Canadians, capturing authentic consumer reactions as they are snapped out of autopilot and prompted to reconsider their default beverage choices. This live disruption, presented through unscripted candor and surprise, aligns precisely with what Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story—utilizing the core product benefit (breaking routine with a fresh infusion) as the very trigger for the campaign’s social encounter and creative twist. Rather than dramatizing a problem or constructing a conventional narrative arc, Break Your Routine relies on the power of lived spontaneity, reframing Tetley Infusions not simply as another option on shelf but as a catalyst for positive change embedded within the rhythms of daily life. Driving conversation and engagement, the campaign was amplified across social platforms and drew more than 275,000 views on YouTube, inviting audiences to extend their participation by reconnecting with the brand on its Facebook page—a digital bridge that deepened the campaign’s resonance beyond the initial moment of disruption and established a secondary platform for ongoing leisure and recreation dialogue. In contextualizing Tetley as both a facilitator and a symbol of personal refreshment, John St avoided the heavy-handedness of overt product benefit demonstration, instead trusting the authenticity of real-world surprise to communicate the joy, curiosity, and renewed sense of discovery that comes from breaking out of the beverage rut. The campaign earns 71/100 in Clapboard’s global creative archive. Break Your Routine matters in the industry because it demonstrates that by structuring a campaign around a product’s capacity to spark genuine, in-the-moment engagement, brands in mature categories can reignite relevance among audiences whose daily habits too often go unchallenged.