Fairview Mall is celebrating its 40th anniversary by helping its fashion-forward customers celebrate their individuality.

The campaign, developed by the Extreme Group’s Toronto office – its first since winning the business in August – allows mall-goers to patent their personal style by getting their picture taken by mall-walking teams, or by visiting a ‘patent office’ at the Cadillac Fairview property. Running until Oct. 1, the effort is open to both men and women, but primarily targets fashion-savvy women between the ages of 18 and 45. The goal, says Melody Fallis, senior marketing director, Fairview Mall, is to create higher awareness of Fairview’s merchandising mix and retail offering, while rewarding its customers.

‘We wanted our customer to feel special, and to capture and celebrate that we are all unique and have our own personal style rather than taking the ‘makeover’ approach,’ says Fallis. ‘Fairview has changed and evolved over the years and so have our shoppers.’

Patent holders’ photos are uploaded to Patentyourstyle.ca, where winners will be drawn daily for the chance to win a $40 Cadillac Fairview gift card, and on the final day, all submissions will be thrown into the pot for an opportunity at nabbing the top prize of $4,000 in gift cards.

A media buy, handled by Toronto-based McIlroy & King Communications, including in-mall signage, Toronto Transit Commission posters, transit shelter ads, online ads and radio, is supporting the effort.