The Artist Project is an art fair in which 250 independent artists have the opportunity to display their works and engage with audiences in Toronto.

So, instead of the standard QR code other festivals and events might use to bring in attendees, a campaign also got a little artistic in its own right.

Created by The Local Collective, the QR codes were meant to create two-way conversations with the show’s potential audience. Standing as unique art pieces in their own right, the words that make up the QR codes reflect the reactions expressed by people when evaluating art – words like “distinct,” “minimal” and, quite simply, “wow.”

“Functionality was a critical element in allowing art and technology to come together on this project,” said Omar Morson, creative director and head of design at The Local Collective. “With QR codes typically being auto-generated, the teams had to carefully handcraft each one until it struck the balance between readability by people and scanners.”

The codes redirect viewers to not only buy tickets for the show, but several were developed to also help artists direct people to their own portfolios. Domniţa Poştea, senior director of marketing for consumer shows at event company Informa Connect says the effort was successful not just in driving ticket sales, but in how widespread use of the assets was among exhibitors and partners.

The campaign includes wild postings across Toronto, TTC subway ads, print ads in House and Home and Toronto Life magazines, plus social buys through Meta. Buying was handled in-house.