Extreme Group’s Toronto office is helping to build a unique shopping experience for Torontonians as the new AOR for the Shops at Don Mills.

The agency was awarded the position after participating in a competitive RFP process in May. They are taking over for Grey, who handled the Cadillac Fairview Corporation redevelopment project’s launch effort when it first opened for business in April 2009.

‘We were very impressed with Extreme’s approach to our business,’ said Alan Gomez, marketing director, Shops at Don Mills, in a release. ‘They completely understand our brand and how to attract shoppers for long-term success.’

The open-air shopping experience includes more than 100 boutiques, restaurants, an outdoor skating rink and amenities. It also boasts some reputable first-to-market occupants like Canada’s first Anthropologie store, Salomon Sports’ first North American non-resort store and a 20,000-sq.-ft. gourmet food store from Toronto Chef Mark McEwan.

‘Our job is to get more people there and we know that means we’re going to have to try to break their normal shopping habits. Toronto shoppers are creatures of habit, so that’s the challenge,’ says Phil Sylver, CD, Extreme Group.

‘When it comes to breaking old shopping habits, we won’t be limited to using advertising only,’ adds Shawn King, CCO, Extreme Group.

Extreme will begin work on the Shops’ 2010 effort right away, with elements set to roll-out this summer.