The Toronto Symphony Orchestra (TSO) is a Canadian orchestra based in Toronto, Ontario. Founded in 1906, the TSO gave regular concerts at Massey Hall until 1982, and since then has performed at Roy Thomson Hall.
Company
Toronto Symphony Orchestra (TSO)
Role
Creative Director
Project Overview
The TSO wanted to create a fun and festive campaign for their upcoming series of holiday concerts. I worked with Haft2 in Toronto to create a memorable campaign using a local artist for all the illustrations.
Challenge
Every December, Messiah plays in nearly every concert hall and church in the country. The TSO’s problem wasn’t awareness. It was being chosen.
Rather than compete on programme and prestige, we competed on charm. I commissioned Toronto illustrator Gareth Fowler to build a hand-drawn, whimsical world, then used it to unify the TSO’s whole holiday season: Messiah, Cirque de la Symphonie, A Christmas Circus and the Gospel Choir. One visual language, four very different nights of music.
It ran everywhere. A full streetcar wrap moving through the core, wild postings across the city, concert programs, member mailings and the tsoholiday.ca campaign hub.
Every performance sold out.
Illustration: Gareth Fowler
Colour/Art Direction: Arvin Zohrabian
Copywriter: John Tracey
Design: Marsha Venkatarangam
Agency: Haft2
