Toronto will be getting brainier this summer thanks to a large outdoor art exhibition.
The Brain Project, in support of the Baycrest Foundation, will feature 100 brains made of highly compressed polystyrene each decorated by a different Canadian or international artist and displayed around the city.
“We thought it was a unique and very innovative way to create a fundraising event that was different from a lot of the other fundraising events that take place in the city,” says Jordana Novak, director of events at the Baycrest Foundation.
Funds raised will go toward care and research into Alzheimer’s disease and age-related dementia at Baycrest and the initial fundraising goal has been set at $1.5 million.
The 100 brains go on display during the first two weeks of June and remain on view until the end of August throughout the Greater Toronto Area. Several will be on display at Nathan Phillips Square, the Distillery District and Union Station, while 30 other locations will host a single brain installation.
The sculptures stand at about 2 ft. x 1.5 ft. and are enclosed in plexi-casing. Plaques will describe the artist’s inspiration and a unique website code for each brain will provide additional information about the project, Baycrest and the artist.
Marketing has been aimed at creating buzz about the project, says Laura Mandell, director of marketing and communications at the Baycrest Foundation.
A committee of high-profile Torontonians was assembled to spread word-of-mouth about the project and key influencers have spread awareness over social media.
Dedicated tombstone ads are appearing in The National Post for each new sponsor and out-of-home media, such as airport LCD screens, is being used.
A cinema pre-roll spot will start in two weeks in 400 theatres in the GTA and run for a few months. The ad co-stars Ben Mulroney, eTalk host and a co-chair of The Brain Project, and was shot on the show’s set.
Advertising has been created mostly in-shop with some pro-bono work by Community. Rock-it Promotions is doing public relations for the Brain Project at a reduced cost.
The aim is to have the project run for at least a few years and to make brain health and aging top of mind issues for Torontonians of all ages, Novak says.
“We know that this will be an absolutely fabulous art installation and we’re really excited for the city of Toronto to experience this.”
