The Art Gallery of Ontario has hired Toronto agency Angry Butterfly to promote a special exhibition celebrating Canadian legend Leonard Cohen.

Slated to open Dec. 7, Leonard Cohen: Everybody Knows, will include rare concert footage and archival materials, including musical instruments, notebooks, lyrics and letters, from the Leonard Cohen Family Trust.

“This exhibition—featuring rarely seen aspects of a Canadian icon’s creative life—needs a big, bold marketing approach,” said Lisa Clements, chief communications and brand, AGO. “We want to welcome Cohen fans, and attract new ones, too.”

Angry Butterfly will work with the AGO’s internal design, communications, and media teams to create an integrated campaign across multiple platforms for the exhibition, which will include photographs, drawings, and digital art created by the iconic Canadian artist famous for his music, novels and poetry.

“After nailing their presentation during the agency selection process, I’m confident that the Angry Butterfly team will bring a real energy, expertise, and understanding of our increasingly diverse audience to this critical project,” said Clements.

“It’s such an honour to partner with the AGO, especially at this critical moment. And to create a campaign about an artist who is also a Canadian icon is a real privilege,” said Erin Kawalecki, partner and chief creative officer at Angry Butterfly. “I’ve spent so much time at the AGO throughout my life—as a child, a young adult, and now with my own children. We don’t take lightly the place it has in our lives and our city.”