It's exciting to be part of a campaign of this magnitude and involved in its shape. It truly is a huge undertaking and includes all the same processes as branding a consumer product or service. What is great is seeing the campaign integrate across so many different variables. Of course there's print, radio, web and splash pages, eblasts, direct response, invitations, promotions and various phases: like pre-opening, opening, holidays, and end phases. Additonally there are banners and building scrims, and elevator doors and a myriad of other smaller venues to get the messaging out.
The subject matter, Grace Kelly, would seem a slam dunk, but the other consideration is reaching a new, younger target group of people who may not know who Grace Kelly is. She died in a car accident 30 years ago, so for much of our younger group, she was gone before they were born. Plus, she didn't have a long movie career. Most of her life was spent as a mother raising a family and representing her husband's tiny country of Monaco as their Princess. So it wasn't like she was a powerful Princess. Her power lie in her beauty. And that she truly was.
We were fortunate to have some incredible photos to choose from. And the campaign photo we chose, is absolutely stunning.
We created two separate window scrims. One announcing the exhibition and in the same vein as the main campaign, but we also created a scrim of old Toronto newspapers, with every article on the papers about her wedding. Instead of still photos, the photo areas have been cutout and using flat screens her wedding is projected and the newspapers look like the magical newspapers in Harry Potter movies. People love to stop on the sidewalk and watch and read the articles.
The exhibition is on until January 22 and it's very interesting. It's gotten great revues and well worth an hour or so of your time. It's at the tiff bell lightbox in Toronto at King and John Sts.
open everyday except Mondays. Check it out.
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