This museum membership card is a 450-million-year-old trilobite fossil

Broken Heart Love Affair designed an heirloom that’s meant to be passed down for generations

Published On
Jan 24, 2023
Hand of an older person giving a Royal Ontario Museum membership card to the hand of a younger person

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Royal Ontario Museum’s new membership card was 450 million years in the making.

Working with the agency Broken Heart Love Affair, ROM created five unique handcrafted membership cards featuring a genuine trilobite fossil from the Paleozoic era of Earth’s history. A contest that runs through March 31 will award these unique pieces to five winners.

Conceptually, the cards are intended to emphasize the museum’s intergenerational appeal—that you would hand down this card, like a family heirloom, to successive generations.

“What we love about this extension of the ROM ‘Immortal’ campaign, is that it leverages the strong insight that ROM fosters intergenerational experiences,” said Lori Davison, the museum’s chief marketing and communications officer. “That is something quite unique to museums and a hugely important dimension of our brand and focus of our marketing efforts.”

The Immortal Membership cards will be delivered in a wooden crate. The package will include a “will” for recipients to list the next Immortal Member after they pass on. (Unlike the ROM’s collection of art, we, alas, are not immortal.) Check out an unboxing video here:


“We wanted to create a membership campaign as powerful as the film that launched ROM ‘Immortal,’” said Shannon McCarroll, senior copywriter at Broken Heart Love Affair. “We were driven by the notion that a ROM membership should feel like the weighty thing it is—an enduring portal to stories that illuminate our existence. It was an incredible experience to be able to work directly with ROM to create membership cards worthy of the museum.”

Royal Ontario Museum membership box

Royal Ontario Museum membership card and box

Below is the six-minute film that launched ROM’s new “Immortal” brand platform last spring.


Jan 24, 2023
Client :
Royal Ontario Museum
Agency :
Broken Heart Love Affair
Chief Creative Officer :
Craig McIntosh
Chief Creative Officer :
Jaimes Zentil
Senior Copywriter :
Shannon McCarroll
Associate Creative Director :
Elma Karabegovic
Creative Director Design :
Rasna Jaswal
Strategy :
Jay Chaney
Agency Team :
Jolene Matika
Agency Team :
Carlos Game-Garcia
Agency Team :
Shannon Griscti
Chief Marketing Officer :
Lori Davison
VP Brand Marketing :
Kathryn Brownlie
Marketing Specialist :
Emily Wright
Manager Marketing :
Katlyn Oto
Agency Production :
Lifelong Crush
Agency Producer :
Demi Veselinovic
Production Company :
Sparks Productions Inc.
Executive Producer :
Avery MacDonald
Director/Photographer :
Jason Hennessy
Director of Photography :
Jason Hennessy
Production Designer :
Rudin Causi
Casting :
Milo Casting
Casting Director :
Stephen Milo
Editorial :
Lifelong Crush
Editor :
John Collucci
Color & VFX :
Divisn Post
Executive Producer :
Dino Harambasic
Audio House :
Executive Producer :
Joanne Uyeyama
Mix & Sound Design :
Kyle Anderson
Voice Over :
Jordan Hamer

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