Toronto contemporary art fair Artist Project’s messaging for 2025 examines the outsized impact of outsized feelings.

The “Bring Home Big Feels” campaign by partner agency The Local Collective marks an evolution of the “Feel It For Yourself” platform, which has helped double Artist Project’s audience since its introduction in 2023. The media buy for the campaign was executed internally.

More than 200 independent emerging artists from across Canada will gather at Exhibition Place’s Better Living Centre from May 8 to 11 to showcase their work to the public and potential collectors, curators, gallerists and designers.

Domnita Postea, senior director of marketing at Artist Project parent company Informa Group, tells strategy that the campaign taps into the idea that big feelings come naturally when interacting with art. Whether or not a formal understanding is necessary to really “get it” is subjective.

Launching across digital, social, OOH, and taking over Sankofa Square in Toronto, the creative’s oversized typography pops with foil-balloon and faux-fur textures.

Postea says the OOH launch has been effective in raising awareness – particularly among first-time attendees – with competition fierce and spring heating up.

The organization is looking to appeal to affluent buyers with a burgeoning interest in art in the 25-40 age group.

“The campaign investment is on par with previous years, however this year we prioritized elements that would let the creative shine for maximum impact, such as digital screens, homepage takeovers with select media partners and digital interstitial units,” Postea says.