The campaign started with a simple observation: after months of COVID closures, it wasn’t just Torontonians who had missed the Royal Ontario Museum—the museum’s exhibits had been waiting for them, too. I turned that idea into a playful “We’ve Missed You” campaign, imagining ROM’s dinosaurs, sloths, and ancient warriors as characters bored without visitors.

The campaign used unexpected OOH placements and simple, conversational copy to bring the museum’s collection into the streets of Toronto. By pairing recognizable ROM artifacts with human emotions and cheeky headlines like “Come hang” and “Bored stiff,” the campaign created a memorable invitation to come back and see the exhibits that had been waiting all along.