The City Series - Toronto
PROJECT:
Capture the stories of influential Torontonians, highlighting their unique style and personal narratives.
WHY:
Ahead of our Toronto pop-up launch, we aimed to create a buzz that would generate organic "word-of-mouth" promotion. This was supported by a multifaceted community activation strategy, including a coffee/hot chocolate truck, a breakfast media event, a late-night influencer gathering, and the flagship City Series: Toronto. This initiative was the perfect opportunity to gather compelling content from the city's most influential figures.
REQUIREMENTS:
We sought individuals who were not only influential but also deeply embedded in their community. They had to have a strong voice, authenticity, and a genuine passion for Toronto. These were the people who could speak for the city and showcase how our brand fits into their everyday lives. We aimed to highlight their stories and the shoes they rely on to navigate their dynamic worlds.
ESSENTIALS:
Curating Authentic Content: We needed to capture the essence of Toronto street style.
Creative Collaboration: We enlisted top photographers and videographers @tilore and @duepinlac to document every aspect of the activation—from influencer interviews to the pop-up shop experience to the roaming coffee truck.
OUTCOME:
118% Increase in Brand Awareness: Our targeted content and community engagement efforts led to a significant spike in brand recognition.
3.5 Million Social Reach: The campaign reached millions, amplifying our message across social channels.
Successful Pop-Up Launch: The pop-up shop became a hub of activity, further cementing our presence in Toronto.
Extensive Content Creation: The initiative generated a rich portfolio of content tailored for both city-specific promotions and broader North American campaigns.
We found the taste-makers, entrepreneurs, artists and athletes, asked them questions about their city and the shoe styles they wear.
LAUREN TOYOTA
Q: How has the resurgence of these vegan brands changed your outlook on the future of animal-friendly fashion?
A: well these brands are creating cool unique shoes that just happen to be vegan. It’s not like they’re branding themselves as a vegan footwear company and i actually think that’s beneficial.
I think brands should offer synthetic options in their lines and you are seeing it more and more. Most vegan footwear isn’t really that cool and i feel like it lacks a modern edge and a modern approach to marketing.
I like that I can just go on to SHOES.com and find vegan options that aren’t just hiking shoes or weird toe shoes.
SAMMY RAWAL
Q: You’ve got a pretty cool job. How did you get to where you are now?
A: I got my BFA in photography knowing I wanted to apply the knowledge I got in still imagery and design to moving pictures/motion. I’ve always been really inspired by music, fashion and dance; with music videos being one of my favourite mediums. After graduating, I managed to get an internship at a big film production company and just hustled my way from intern, to paid office mule, to director. The executive producer at that company really took me under her wing and she became (and still remains) a mentor to me.
JEREMIAH SHAMESS
Q: What is your favourite thing about Toronto?
A: the individual neighbourhoods. It’s amazing to see how unique each neighbourhood can be. The people, the shops, the restaurants, the families – and the style! I lived in west queen west and just moved to a tri-plex at Bloor & Ossington, and I will be moving to Roncesvalles/Dundas west to a new development in two years. I love all three neighbourhoods for different reasons. It is truly a great feeling to see the contrast of each one. I love that Toronto is subjectively and objectively multicultural.
ALEXANDRA ORLANDO
Q: How did the Olympics affect what you are doing now?
A: I approach everything with an “I will not give up” attitude. I will do everything I can to try and make a situation better or get the best out of myself – whether it is personal, work or fitness related. A big part of my motivational speaking is rooted in finding your inner strength and tapping into your potential in all areas of your life.
