2026 Winner

After rebranding from Myseum to the Museum of Toronto, the institution needed to relaunch itself and convince Torontonians that their city’s history was worth exploring. “The TO You Don’t Know” turned the city into a bikeable summer exhibition, revealing the hidden stories behind everyday locations people pass without noticing. Transit ads at Bike Share stations acted as wayfinders, directing visitors to specific sites where bold, plaque-style installations shared surprising stories in a modern, conversational voice. The experience was extended by adding each location to Google Maps, allowing users to navigate the exhibition in real time, while a system of bright, directional arrows connected each stop across the city. The relaunch drove a 279% increase in social followers, a 9.5% lift in visitors and generated $19.7M in earned media.

Credits

CCO/ writer: Michael Murray
CCO/ art director: Devon Williamson
Writer: Dave Lindsay
Art Director: Dilnaz Tokoubyeva
Project Manager: Christine Harron
Business Lead: Dom Anthony
Planner: Fanny Rabinovitch-Kumicki
Media: Ed Weiss
Executive Director: Heidi Reitmaier.
CMO: Rachel Hilton rachel@museumoftoronto.com