Aga Khan Museum

The Situation

The Aga Khan Museum opened in Toronto in September 2014. Its aim is to offer unique insights and new perspectives into Islamic civilizations and the cultural threads that bind us all together. The Aga Khan Museum is truly one of a kind. The Museum’s architecture, gardens, permanent collection, exhibitions, performing arts, educational programs, restaurant and shop all set it apart – not only within the GTA but throughout the world. Field Day was contracted as creative AOR in the fall of 2014 and currently develops the messaging strategy and creative campaigns for the Museum's exhibitions, performing arts and other offerings.

The Strategy

In late 2016 the Aga Khan Museum presented Syria: A Living History, a major exhibition of Syrian artifacts and antiquities dating back 5,000 years. The subject of the exhibition was both timely and sensitive given the ongoing war in Syria and Canada's leadership role in welcoming Syrian refugees. Field Day developed a creative concept that featured Syrian newcomers to Canada and focused Syria's wealth of cultural history. The campaign was comprised of print and online, including a series of videos that were promoted via paid online and the Museum's own social channels.

What we did


Development of intriguing messaging for each major exhibition from 2013 to present.


Design of visually compelling advertising and collateral including print, digital and out-of-home.


Development of attention-getting outreach tactics that effectively engaged our target audiences.