• CONTEMPORARY CALGARY

  • Arts & Culture
    Awareness

  • Arts & Culture
  • Awareness, Branding, Fundraising

BACKGROUND

Contemporary Calgary (CC), Calgary’s new home for modern art, had an annual fundraiser gala with an ambitious goal — to raise the millions needed to renovate the iconic but aging centennial planetarium, creating a modern art destination that would establish the city on the global stage.
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CHALLENGE

Develop an event name and brand as aspirational as cc’s vision for the gallery itself.
Contemporary Calgary - Venue Exterior
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APPROACH & SOLUTION

In a young city with a burgeoning cultural scene, we knew people wanted to look — at their fellow citizens supporting the vision, at incredible art, at the yet-to-be-developed space. Leveraging this insight, we developed the event name “look”, designed a platform that could carry forward over multiple iterations, and devised all messaging and collateral.
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RESULTS

Over three years, look has featured world-renowned arts patron (and Hollywood celebrity) Steve Martin, been named to the Globe & Mail’s list of best parties in 2015 and 2016, and raised close to $5 million. In even better news, construction has commenced and the remodelled planetarium is scheduled to open in 2018.
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