2026 Winner

Facing declining museum attendance and growing disengagement with traditional exhibition models, PHI set out to rethink how audiences connect with art. Instead of promoting artists, “Welcome Elsewhere” removed them entirely, flipping the exhibition format to centre the public as the subject. The campaign subverted the familiar museum poster by turning participants into the artwork itself, using interactive, data-driven visuals to create unique digital portraits that captured moments of self-reflection and transformation. Positioned as both observer and exhibit, audiences became active participants rather than passive viewers. The campaign redefined the museum experience, inviting people not just to see art, but to see themselves within it.

Credits

AGENCY: Cossette
PRODUCTION HOUSES: Septième, Dpt
MEDIA: Cossette Media
CLIENT: PHI
CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTION: Richard Bélanger
CREATIVE DIRECTION: Olivier Fortin
COPYWRITING : Mélanie Delisle
ART DIRECTION/DESIGN: David Théroux
STRATEGY: Andréanne Lessard, Catherine Jolicoeur-Giunta
CONTENT : François-Olivier Thibault, Matéo Morin
PRODUCT: Laure Hamonic, Derev Antikacioglu
MEDIA: Laurence Laperrière, Maxence Hofman
CLIENT : Michel Ouellette, Jérémy Leith, Marion Dewaele