Three vividly colourful graphic films invite Canadians to the Luminato Festival Toronto, an annual multi-arts festival that runs June 5 to 16. If you want to cut through the advertising clutter in people’s phones, this is how you do it.

The campaign is by The Local Collective.

“Every June, Luminato Festival Toronto transforms the city into a playground of art, creativity and conversation, stated Christine Harris, VP of marketing and communications, Luminato Festival Toronto. “Offering a wide range of art experiences, we welcome the city to the festival. 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.”

“Supporting the arts is really important to us at TLC, we love that Luminato Festival Toronto provides an accessible arts festival for everyone in this city. Art is a deeply personal experience, and sometimes it can feel like it’s not for all of us. That isn’t the case with this festival, or this work. We specifically tried to create communication that didn’t necessarily ‘close the loop’ for the audience…hoping to start a conversation. We also made sure to make this work accessible and entertaining…so even young children can digest it, making it a nice parallel to the amazing festival programming itself. The spectacular pieces and line-up coming in June have been carefully curated for the city, for us all to get out there and experience,” commented said Matt Litzinger, chief creative officer at The Local Collective.