The Banff Centre for Arts and Creativity is a world-class meeting venue, art incubator, educational institution and think-tank, which is at the centre of Canadian culture.

Few Canadians know of its existence, or, if they do, they do not understand the scope of what the centre intends to accomplish. In the past, each group communicated individual benefits using traditional tropes.

Everything the centre does, from creating new and innovative forms of art to hosting global mathematicians to crack new mathematic models, to conferences of industry leaders results in a change in view of the world. It alters how you see and think about that world.
The line that was developed by Cossette was “Things You Can’t Unthink.” The Banff Centre stays with you. Therefore, everything that it produced needed to burrow into your mind and haunt the audience.

In an online film, you see an emaciated old man on all fours and only in his underwear. A tall, large man enters the room wearing a tuxedo, cracks his knuckles and lifts open the back of the old man. The man in tuxedo starts playing the back of the man as sounds bellow out of his mouth. The tall man sheds a tear and stops playing. The man then glances creepily at the camera with a smirk, and then it cuts to “Things You Can’t Unthink.”

A series of animated Instagram ads and posters were created. A Toronto photographer with a penchant for shooting the surreal, which featured a man listening to headphones which were two halves of his head and a conch shell with a tongue and teeth. This resulted in more than 1 million combined organic video views.