Elvis, they say, has left the building. And if you’re wondering how he did it, just take a look at the exit signs above the door, and you might just get a clue.

As part of a new campaign for the Collingwood Elvis Festival, one of the largest fests in the world dedicated to the artist, Zulu Alpha Kilo created an OOH, print and social campaign around famous Elvis iconography.

It’s all in a bid to attract a younger audience, says Zak Mroueh, CCO and CEO at ZAK. The millennial audience has a lot of musical festivals vying for their attention, he adds, so building awareness and selling the King as a unique experience was a top priority for this campaign.

The campaign plays on tropes around the King placed in contextual spots around Toronto and Collingwood (think, a pair of blue suede shoes in a shoe store, Elvis’s name in place of “exit” on above-door signs), and print executions along the same lines.

The campaign launched last week and will run until the festival begins July 23. For many, attending the festival is an impulse, he says, and the budget from the brand was limited, so creative was designed to get people to stop and pay attention, and tell friends about it.

Media was handled in house.

And because you know you’ll be singing it all day:

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