Quaker wants to celebrate its customers’ most memorable days with a photo exhibition that focuses on the moment that each of those experiences began: breakfast.

“100 Reasons to Rise” highlights 100 real-life stories (including 14 from Canadians) captured by photographer Misan Harriman. The stories include a one-year-old boy on his big day as a ringbearer, a 61-year-old man preparing to meet his new grandson for the first time, and an 86-year-old woman eating breakfast before going salsa dancing.

The pop-up exhibit, which includes black and white photos of the main characters of these stories eating Quaker oatmeal for breakfast, aims to show how the brand is present in its customers’ mornings on a crucial day. It is running from Wednesday until April 19 at Union Station, in Toronto.

“We launched ‘100 Reasons to Rise’ to spotlight everyday heroes who awaken the potential in others and highlight the universal truth that how we rise influences the rest of our day. Through this pop-up, we want to inspire people as they prepare to tackle an important day in their life,” Logan Chambers, senior director of marketing at PepsiCo Canada, tells strategy.

Chambers says Quaker is launching “100 Reasons to Rise” in Toronto, as it is one of the largest and most diverse cities in Canada, which is in keeping with the activation’s goal of showing a diverse population eating Quaker oatmeal for breakfast. He adds that Union Station also allows the brand to reach a larger target demographic of Canadians and tourists of different backgrounds and ages.

The exhibition is part of a new strategic approach the PepsiCo brand has taken since the launch of the “You’ve Got This” campaign in February. Centered around an ad created by BAFTA Award-winning director Charlotte Wells, the campaign recognizes everyday heroes who inspire others to reach their full potential.

“The photo documentary also illustrates how on those important days in our lives a small gesture, a word of encouragement, or a comforting and nourishing breakfast makes all the difference,” Chambers says. “We want to spotlight everyday heroes to re-emphasize that not all heroes wear capes. Some are family, coworkers, friends, some even walk past us in the middle of the bustle that is Union station. It doesn’t matter your age, gender or background, everyone has the potential to awaken and inspire others.”

In addition to the exhibit, Quaker has launched a website with the photos and stories in audio, partnered with media outlets, and placed digital ads throughout Union Station. Uncommon was in charge of the creative, OMD of media planning and Edelman of public relations.