In hope of raising funds for research and education the Baycrest Health Sciences center — a healthcare department of telecom company Telus — initiated an extraordinary project that aims to stir up a conversation and raise awareness about Alzheimer’s disease, dementia, and other issues related to brain health. Now, for the second year in a row, Toronto is dressing up in an unusual artistic cloak as a part of the TELUS Health Brain Project.

We are talking about a noteworthy open-air public art installation that colors the streets of the dynamic Canadian metropolis during July and August. It involves 100 brain sculptures beautifully imagined by a group of well-known artists and designers across North America. In 2016 the kind initiative helped the elderly care raise $1.3 million.

The Brain Project 2016


Red Lion Canada agency decided to support Telus and The Baycrest Foundation’s efforts to break their own record and director Mark Zibert is the one who stood behind the campaign’s promotional video. Within the one-minute-long film, Zibert captures the fragility of the human brain and how it can degrade over time. The interesting thing is that the filmmaker visually reproduced this concept in reverse-motion, in order to highlight how the human brain can be restored as a whole again, despite being injured before.

These expressive scenes are amplified by the spoken-word poet Britta B., whose verses fascinate the viewer and complete the touching story. Her final line #NoBlankBrains will give you goosebumps and hopefully make you think more about your brain’s health.

The artists customized some blank brain sculptures and prepared them for the big event. People can check the location of the artworks across the city on the campaign’s website, which will help the visitors admire the whole outdoor exhibition.

If you don’t have the chance to check the art pieces in real life, but still want to immerse yourself in a different kind of art, have a look at a showcase of the brain sculptures that draw our attention in particular:

“Theta Star” by artist Justin Blayney | Click to enlarge
“Thinkubator” by Ted Hamer | Click to enlarge

“Soundtrack” by Tina Struthers | Click to enlarge
“Penny for Your Thoughts” by Raymond Waters | Click to enlarge

Erica Godfrey, the co-chair of The Brain Project, said The Faberge Big Egg Hunt in New York City inspired her to come up with the project. “I decided to develop a similar concept here in Toronto – an open air public art installation that would not only add interest to Toronto’s cityscape but also allow us to support a great cause,” explained Godfrey.

“Mind Chaining” by Roger Edwards | Click to enlarge

The creative project also commemorates Canada’s 150th anniversary and gives credit to all great Canadian minds who have contributed on crafting the country’s culture. Also, to reach a younger audience, the Toronto-based agency supports brain health with the first Instagram coloring book.

“Inked Memories” by Sarah Skrlj | Click to enlarge

As you can see, the beauty of some these brains is beyond comparison. Here lies the complete list of the wonderful brains submitted for 2017 from which you can pick your favorite and vote for it. The artist with the most votes will enjoy the sponsors‘ prize package. Moreover, some of the personalized brains will be sold at an auction and all proceeds will go to the center, which will then use the money for brain health research. Let us know which brain you like the most!

“In fullnessabsentness of… (a time)” by Stephen Cruise | Click to enlarge
“Progression – Journey through the Darkness” by photographer Lindsi Hollend | Click to enlarge


Project: TELUS Health Brain Project

Client: Baycrest Health Sciences

Agency: Red Lion Canada