Cadillac Fairview’s hiding hacks

The shopping centre company launches a digital campaign to help keep the surprise alive.


Let’s be real. None of us want to end up like Clark Griswold in Christmas Vacation, trying to hide holiday presents from the family and getting stuck in the attic for hours in the process.

To help Canadians keep the surprise alive, Cadillac Fairview has launched a campaign all about “Hiding Hacks” – clever (if a little elaborate) ways to hide gifts from nosey family members.

A series of videos, produced by Notch Video, give some tips on how to hide common gift items like books and perfume.

The videos launch this week and will be available on the websites of all 20 of CF’s shopping centre properties across Canada through Dec. 24. Consumers can also submit their own hiding hacks using #CFHidingHacks for a chance to win a $100 CF gift card. The contest runs on the individual Cadillac Fairview property’s social channels until Dec. 17.

CF is going big with digital for the holidays, planning to spend between two-thirds and three-quarters of its media budget online.

Traffik Group led creative and strategy for the campaign, with BBR Media on the digital media buy on Facebook, Instagram and YouTube. SapientNitro also created the digital hub to host the videos on CF websites. North Strategic is managing the PR and social media for the campaign.

If cutting holes in the Yellow Pages seems like too much work, though, you could always just take a page out of this guy’s book: