Canada’s first Chinese Canadian museum opened its doors on July 1, taking its place within the cultural fabric of the country. Hamazaki Wong partnered with the Museum on its ground-breaking campaign to introduce the institution to the country and promote its inaugural exhibition, Paper Trail, that focused on the Chinese Exclusion Act. Through a multimedia and bilingual (English, Chinese-Cantonese and Mandarin) campaign, that included television, OOH, transit, digital, and social, the creative focused on the trials and tribulations of Chinese exclusion while heralding a sense of hope for future generations. Online influencers, along with local film and television personalities including Tzi Ma, Ludi Lin, and Yvonne Chapman, were enlisted to amplify the social campaign while PR, led by Chiang PR, helped round out the campaign bringing amplification to the overall effort that saw resonance throughout North America.

Commemorating the shadows cast by the Chinese Exclusion Act, the campaign celebrated the indomitable spirit and resilience of the Chinese Canadian community, heralding an exuberant future where history, art, and culture intertwine and flourish. Learn more about the Chinese Canadian Museum at chinesecanadianmuseum.ca. Contact us to learn more about how we can help move your brand forward.