Vancouver Mural Festival - You'll Get It When You See It

The Vancouver Mural Festival (VMF) is a summer celebration that takes place in the Mount Pleasant community. But VMF wanted to be known as more than simply a three-week festival. So One Twenty Three West created a campaign that tapped into how artistically weird many of the murals are – a departure from most art in typical galleries. The murals are so untraditionally unique that they’re pretty hard to explain. The agency took a crack at explaining them anyway using headlines on wayfinding OOH ads all across the city. Each ad described a mural and featured a map to the location of that specific mural.