Start That Project
Remove every excuse people use to avoid being beginners. See what happens when barriers disappear and only curiosity remains. All you need is a library card.
The Problem
Libraries = books. That's what everyone thinks. Meanwhile, Ottawa Public Library loans guitars, cameras, sewing machines, and more. That gear sits unused while people postpone trying things they're actually curious about.
The Insight
We build elaborate excuses to postpone the things we want to try out. Cost. Age. Time. Talent. Remove every barrier, and suddenly you're confronting the interest you've been putting off.
The Strategic Shift
From "quiet book place" to creative enabler.
Repositioning an institution as the place that removes barriers and says yes to curiosity. No credit card, no judgment, no excuses. Just permission.
The barrier isn't really the gear.
The visuals show people in the moment of beginning. Real people confronting the vulnerability of trying something new. Because this campaign isn't selling library services. It's postioning the library card as the thing that removes every excuse standing between curiosity and action.