The T.O. You Don’t Know: Museum of Toronto’s Hidden History

Discover Toronto's untold stories with the Museum of Toronto's 'The T.O. You Don't Know' campaign, turning the city into a living summer exhibit.

Uncovering Toronto’s Hidden Stories

Many Torontonians believe the city’s history is uneventful, but the Museum of Toronto is changing that with its new campaign, “The T.O. You Don’t Know”. This summer initiative transforms Toronto into an open-air exhibit, revealing the fascinating and often unexpected stories behind familiar streets and landmarks.

Toronto Outdoor Story Exhibit

A City Turned into a Living Exhibit

Instead of traditional museum objects, the project tells stories. Residents and visitors can now discover fatal duels, circus riots, brothels once owned by a mayor, candy bar strikes by kids, and even a fully intact bridge buried under another bridge. Each hidden tale is placed in context around the city, encouraging people to stop and see Toronto in a whole new light.

The T.O. You Don’t Know Campaign Street Exhibit

About the Campaign

Launched in July 2025 by the agency Berners Bowie Lee, this Digital, Experiential, and OOH Outdoor campaign engages locals and tourists, proving that Toronto’s past is more vibrant than many imagined.