The Canadian Canoe Museum needed to raise its profile to help drive fundraising for a new facility. The museum had national status but did not enjoy much public awareness. People thought of it as a collection of dusty old canoes and not much else.
Most people had no idea of the canoe’s historical significance in the development of our country. We leveraged that truth into “Canada is a nation built by Canoe”, and this framed up a much bigger story the museum could own.
We told the story of how the canoe built our country and is responsible for a lot of what makes us Canadian to this day. The work kick-started a 70 million dollar fundraising campaign for a new building opening in 2020.