Luminato Festival Toronto is back and looking to connect with eye-catching visuals.

A marketing campaign supporting the June event is built around conversation starters to illustrate how experiencing art can provoke discussion.

“This campaign is an invitation for everyone, regardless of their experience with art, to join us and encounter Toronto in new and exciting ways. It’s fun, vibrant, energetic and eye-catching,” says Christine Harris, VP of marketing and communications for Luminato Festival Toronto.

The creative is by The Local Collective (TLC), Luminato Festival Toronto’s partner agency for three years. The work is meant to be accessible and entertaining according to the shop, and designed so that even young children can comprehend it.

“Luminato strives to bring art across the GTA and the [organization] wanted to make sure they welcomed in all of Toronto to the incredible artworks they are bringing throughout the city this summer,” says Matt Litzinger, founder, chief creative officer.

With a mass campaign, which includes social and digital too, the goal is to really broaden the reach.

For 12 days in June, Luminato invites residents and visitors to explore the city in what it calls “fresh and surprising” ways. From parks and sidewalks, to theatres, galleries and major transit locations, this year’s festival will be in neighborhoods across the Toronto area.

The event was originally created to help Toronto rebuild after the SARS epidemic, and has since become one of the continent’s preeminent international arts festivals, with more than 3,600 performances featuring more than 15,000 artists from over 40 countries.

Luminato buys all its media internally.