Waterfront Toronto needed to create public awareness for the Port Lands Flood Protection Project to build wider understanding, support and enthusiasm for one of the largest infrastructure projects in North America.
The Port Lands 2024 campaign focuses on the most compelling project highlights to spark public interest and support. This is communicated through conversational and hard-to-believe headlines, and images of snowshoeing, bird watching, kayak commuting and taking a dip in (the currently polluted) Don River: all right downtown.
Predating the campaign was also a fun pop-up series that began the complex task of communicating the scope and location of the project in an interactive and public-facing way.
Project Collaborators:
Waterfront Toronto Team, Bespoke Cultural Collective, Joyce Dang (Field Trip & Co)