2025 Winner

The Art Gallery of Ontario launched “Art Rate Monitor” to personalize the museum-going experience and attract younger visitors. The monitor tracked heart rate, location and movement using tech-enabled wristbands connected to beacons throughout the gallery. More than 90,000 works of art were categorized into personas based on human values, motivations and interests. Using the resulting biometric data, visitors received a personalized summary showing which artworks elevated their heart rate, which calmed them most, which held their attention the longest, the colour schemes they were most drawn to, and their persona based on those preferences – along with recommendations for upcoming exhibitions. The AGO saw a 32% increase in visits, with 36% of monitor users aged 20 to 30. Following its success, the AGO plans to relaunch the experience in 2025, and museums outside the GTA have expressed interest in adopting it.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Jenny Glover, Brian Murray
Chief Design Officer: Stephanie Yung
Creative Director/Copywriter: Jeff Tyser
Creative Director/Art Director: Nikki Garrett, Kevin Sato
Design Director: Jeff Watkins
Associate Creative Director/Copywriter: Marco Buchar
Associate Creative Director/Art Director: Ivan Mallqui, Michael Romaniuk
Digital Design Director: Damian Simev
Group Account Director: Alyssa Guttman, Alexa Macdonald
Account Director: Erika Dafoe
Executive Director, Comms Planning & Technology: Sean Bell
Strategist: Heather Segal, Meredith Ferguson, Sarah Yim
Head of Media: Alicia Petralia
Campaign Manager: Tania Perales
Client: Art Gallery of Ontario
Clients: Ros Lawler, Kimber Slater, Suman Chahal, Sahana Nair
PR (AGO): Laura Quinn, Andrea-Jo Wilson, Wendy So, Lexie Buchanan
Agency Executive Producer: Laura Dubcovsky
CGI Artist/Animator and Illustrator: Pierre Bourjo
Digital Producer: Kenneth Haz
Digital Interactive Producer: Kelly Sun
Web Developer: Kyle Collins, Jake Edwards
Interactive Technology Studio: WXM Tech
Creative Technologist: Damian Wright
Software Engineer: Dmitri Melamed
Project Manager: Sabrina Teles
Production House: Zulubot
Post-Production Company: Zulubot
Director of Post-Production and Operations: Sarah Dayus
Executive Producer: Adam Palmer
Zulubot Producer: Amy Groll
Senior Post Producer: Lena Hamady
Editor and Motion Design: Bergougnou Productions
Assistant Editor: Adrian Gluvakovich
Colourist: Ryan Ruskay
Motion Design: Miguel Natividad, Diego Romero
Director: Kyle Chappell
Photographer: Can Yuksel, Arash Moallemi
Audio Engineer: Noah Mroueh, Diego Romero
Studio Manager: Henry Eugenio
Production Artist: Aron Harris, John Rodrigues