Mosaic’s Gen Z activations for Samsung fuse tech with culture through music, fashion and sport-led experiences across Canada.

In a crowded agency landscape, clarity is currency – and Mosaic has spent the past few years sharpening both its focus and its message. 

What began as an experiential agency more than three decades ago has steadily evolved into an integrated, full-service offering. Most recently, the focus has been on simplifying its identity and solidifying around its three core pillars: experiential, commerce and field marketing. 

In fact, the agency is undergoing a rebrand, guided by the tagline: “Made to Experience.” Mosaic executive creative director Jef Moore says the evolution was driven by a need for clarity, consistency and authenticity.

The goal was to move away from being everything to everyone and instead to speak a common language about who they are and what they stand for. The rebrand embraces a more human, relationship-driven approach – something more grounded and personal. “We believe humanity is the starting point to every answer,” he explains. “That comes through in the way we interact with clients, with each other and in the way we think about ideas.” 

Mosaic helped launch Roll Up to Win in grocery aisles for the first time, extending the iconic Tim Hortons promotion beyond cafés.

In an increasingly complex world, Mosaic believes that making moments that move people is key. Moore points to the fact that “emotion stimulates the brain 3,000 times faster than rational thought, and 90% of decisions are made based on emotion.” These shifts, he says, highlight a growing desire for real, in-person experiences – reinforcing the power of putting people at the heart of brand engagement.

Mosaic’s approach starts with identifying a core human tension – not just a stat or insight, but something real and relatable that creates emotional friction. It’s about fostering empathy and honesty within the team, valuing people as much as the work. And finally, it’s about deeply understanding clients as people. 

Beyond briefs and frameworks, explains Moore, the best work comes from real conversations that uncover motivations, goals and context. “Sometimes it’s just giving clients a call and asking: ‘What do you want to do and why do you want to do it?’” he explains. “It’s about understanding the human behind the brief, their motivations, the context and everything else.”

The goal, he says, is to rewrite the brief into a sentence: What do you want and why. “The ‘what’ is the output and the ‘why’ is the input,” he explains. “If we can nail that sentence, then we can start on an idea without all the pages and pages of information that can sometimes make you lose sight of that core ask.”

At Osheaga, festival-goers styled themselves live on Samsung’s LED wall using the Galaxy Flip, in a Mosaic-led brand experience.

Mosaic’s long-standing relationship with Samsung – spanning nearly 15 years – has been built on exactly that sort of constant communication and shared ambition. Over the past two years, the agency has worked closely with the client to develop a more agile, collaborative approach to briefs and strategy. 

The goal has been to build emotional connections with Gen Z by tapping into passion points like music, sports and fashion. This has led to standout campaigns, including a massive LED experience at the Osheaga music festival that let fans flex their fit and showcase their style on a big screen using the Samsung Galaxy Z Flip6; a dynamic integration at Jackalope Skateboard Fest with branded ramps and devices; and a pop-up fashion experience with Montreal boutique Ssense. Each activation was designed not just to showcase the tech, but to create real, memorable moments that build brand love – and they were a part of helping turn Samsung into a top-10 most influential brand in Canada, according to Ipsos.

Three years ago, sports equipment company CCM approached Mosaic with a challenge to generate buzz in key hockey markets where their competitors were strong. It led to the creation of the CCM Hockey House – a multi-year experiential platform designed to reimagine hockey culture. 

Mosaic reimagined hockey culture with CCM’s Hockey House, creating joyful, immersive experiences that celebrated fun over tradition.

Mosaic wanted to flip hockey culture on its helmet and focus on the joy of the game. CCM Hockey House transformed homes in Toronto, Boston and Montreal into immersive experiences for kids, growing in scale and impact every year. With features like a neon locker room, hockey-hair barbershop, backyard rink challenges and partnerships with the Hockey Diversity Alliance, the project became a viral hit. Social engagement and attendance has doubled annually, allowing CCM to surpass their competitor’s net promoter score.

Mosaic has also been working with Tim Hortons for two years on its consumer packaged goods business, supporting campaigns for retail products. Moore says the agency’s relationship with the client has been key – built on open, honest communication and a collaborative spirit that allows for genuine dialogue and healthy debate. That connection recently led to a major milestone: launching the iconic “Roll Up to Win” promotion in grocery stores for the first time. 

Mosaic brought Tims’ grocery presence to life with bold in-store displays that drove attention and shopper engagement.

The “Made to Experience” branding is really a promise to clients and collaborators alike, Moore says. “If you’re going to come to Mosaic, you’re going to get great work that’s going to produce results,” he emphasizes. “And you’re going to have a good time doing it because you’ll work with people that you’ll absolutely love to work with – people who care about your brand and care about people.”

CONTACT:
Caralia Gosling
Vice President, Client Growth
caralia.gosling@mosaic.com

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