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Dancing down the red carpet.

Flash mobbing the streets
and bringing festival moments to a new audience.

Stepping into cultural relevance at a series of events around the Toronto International Film Festival, you could feel the brand perception evolving as it passed through the lips of local celebrities, media personalities, and the who’s who of fashion and entertainment.

Contributions

  • Leadership:

    marketing strategy


    art direction


    brand management


    project management


    inter-agency coordination (PR, digital ad network/Cineplex, video production)

  • Creative:

    visual identity, co-branded


    campaign video editing


    on-location fashion/campaign photography


    behind-the-scenes photography


    photo retouching


The lavish affairs continued on the red carpet, with a sponsorship of the Princess of Wales Theatre. Participation spanned branded red carpeting on the exterior and interior, branded reserved seats for VIP attendees, campaign ads featured in the lobby, and flashion shows in the middle of the street.

Events

  • NKPR Festival Countdown (title sponsor)
  • Princess of Wales Red Carpet Sponsorship
  • 12 red carpet events with video capture of celebrity moments
  • 2 Flashion Shows (flash-mob style fashion shows)
Door Decal

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Results

  • Total monthly sales noticeably increased from the prior year (number redacted), despite ongoing construction disruptions on site.
  • 3.46K social media posts, 15.1K social media impressions
  • 21 traditional media coverage pieces
  • 5.7M media impressions
  • 23.4M total media impressions
  • Winner of an ICSC Silver Maple Leaf award for multichannel marketing.
Mannequin Army