The goal behind this campaign for the Royal Ontario Museum was to erase the stigma of boredom and dullness surrounding museums, and to sell the idea that a trip to the museum, whether for education or recreation, can actually be entertaining as well as interesting. 

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The target demo was primarily students living in Ontario, ranging from middle school to high school. The ads highlight the more exciting, visually appealing subjects on display at the ROM, and remind them that something like that needs to be seen and experienced, rather than just reading about it in a book or looking at bland images online.

 

A secondary, more general focus was put on younger kids and teenagers who are looking for something to do after exhausting all of their normal, "go-to" options.