Cirque du Soleil has launched a new brand campaign from long-time creative agency Sid Lee. The “Discover the Extraordinary” campaign comes a year after the iconic Canadian circus entertainment company relaunched its shows around the world.

A release introducing the campaign says that while it stays true to the brand’s core purpose to “go beyond the expected and transcend languages, countries, and cultures,” it also marks a new post-pandemic effort to reach a younger audience and reconnect with older fans.

“As we all know, the Cirque du Soleil experience goes beyond the expected,” said Nickole Tara, chief growth officer at Cirque du Soleil Entertainment Group. “’Discover the Extraordinary’ infuses renewed energy into our brand message to help our fans and new audiences discover the extraordinary that we create every day.”

The campaign is live now in print, social, and TV until Dec. 31, across North America.