The neighborhood surrounding Don Mills mall has received an extreme make over in the last few years with the addition of new residential units and now the near completion of Shops at Don Mills. Grey Canada was tapped to help develop all the key branding elements (i.e. logo, brand guidelines, web creative, graphic standards, sales collateral, web/online elements, etc) (see image below). “Every visit tells a story” is the name of the campaign that Grey Canada developed in part due to the unique culture that surrounds the shopping complex and leveraging on the fact that it is Ontario’s first urban village in Toronto (owned by Cadillac Fairview).
“Shops at Don Mills is an exciting concept in real estate and neighbourhood development,” says Charles McIntyre, VP and group account director, Grey Canada. “This new open-air urban village features shopping, dining, activities and inviting public spaces for the whole family and serves the hub of cultural and community life for the neighbourhood’s residents and businesses.”
The campaign also leveraged radio and Grey Canada created a series of commercials parodying Masterpiece Theatre to help share the type of scenarios that shoppers go through as they as choose between two outfits or receiving the dinner bill that add a humorous twist to the campaign.
Agency: Grey Canada
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