Canadians Create, Episode 7: Broken Heart Love Affair’s Breathtaking Craft for Royal Ontario Museum

​​​​StartWell, in partnership with Little Black Book (LBB) and the Institute of Canadian Agencies (ICA), has launched the seventh episode of its original podcast series, ‘Canadians Create’. Designed to bring to life the ICA’s ‘Brands Need More Canada’ manifesto, the series focuses on highlighting conversations with agencies and marketers, showcasing best-in-class examples of Canadian creative work in the process.

This week’s edition spotlights one of the most iconic visual ads to come out of Canadian advertising in the past few years: the Royal Ontario Museum’s ‘Immortal’ campaign. A foundational endeavour undertaken by Broken Heart Love Affair during the covid-19 era, the work had a huge cultural impact in its repositioning of the institution, which proved a worthy point of exploration for podcast producer and host, Qasim Virjee.

Featuring the agency’s founder and chief strategy officer, Jay Chaney, the episode not only deep dives into just what it took to bring ‘Immortal’ to life, but the ways in which it embodies the best of Canadian storytelling. From shooting in South Africa, to depicting humanity existing in the womb of Mother Earth, this interview explores a crucial piece of advertising history – both for the museum, and one of Canada’s now most established indies – all of which you can check out below.