Royal Ontario Museum (ROM) has unveiled a new chapter in its “Immortal” brand platform that explores natural history to help people understand the past, make sense of the present, and shape a shared future.
Created by Toronto-based agency Broken Heart Love Affair, the new campaign reimagines the connection between humans and nature, encouraging viewers to reconsider humanity’s place within Earth’s vast timeline and offering a fresh look at the museum’s permanent collection.
At the heart of the Immortal: Nature’s Symphony campaign is this three-minute film, “Opera,” that aims to evoke a sense of awe and wonder, as seen through the eyes of the unique central character–a chimpanzee. Departing from the human-focused lens of the initial “Immortal” campaign in 2022, this iteration takes a new approach to emphasize ROM’s pillars of art, culture, and nature, reminding viewers that humanity is an incredibly small part of Earth’s expansive story spanning billions of years.
“This campaign is our love letter to the natural world–a clarion call to protect and look after our Earth and everything in it,” said ROM chief marketing & communications officer Sally Tindal. “Home to a world-class collection of 18 million artworks, cultural objects, and natural history specimens, ROM plays a vital role in our understanding of nature and the world around us, and we hope this campaign inspires people to revisit the Museum with fresh eyes.”
Directed by Rune Milton of Revolver Films (which reps him in Canada; he is handled by in the U.S. and U.K. by SMUGGLER), the film follows a chimpanzee’s interactions with diverse species and landscapes, illustrating Earth’s evolution and the resilience of the natural world. By presenting a timeline that extends far beyond humanity’s existence, the campaign invites viewers to experience ROM’s collection in a new way–one that emphasizes nature’s enduring presence. VFX house on the job was Copenhagen-based Chemistry Film.
The spot is set to music from the Italian opera L’elisir d’amore, chosen for its dramatic and timeless qualities that reflect nature’s interconnectedness. The operatic score’s complexity mirrors the intricacy of ecosystems, while its romantic sweep emphasizes the enduring beauty and connections among life forms across time.
“Our goal was to forge an emotional connection between viewers, the ROM, and the expansive realm of natural history–and what could be more powerful than opera to express that?” said Craig McIntosh, chief creative officer at Broken Heart Love Affair. “This campaign encourages audiences to engage with ROM’s permanent collection with a renewed sense of wonder, reminding them that every specimen, no matter its size, plays a crucial role in the ecosystem–just as each instrument and voice does in an opera.”
The three-minute “Immortal” film–titled “Opera”–will be shown in cinemas, online, and on social media throughout the Greater Toronto Area.
