Experiential
Estee Lauder celebrates the many #ShadesOfCanada
The inclusive campaign for the beauty brand’s make-up line is supported by in-store events at HBC, Shoppers and Sephora.
The scoop on Baskin-Robbins’ deal with Netflix
The chain teamed up with the streaming service to turn its store into a Scoops Ahoy ice cream parlour from Stranger Things.
Weed Wars: Cannabis brands get creative
Up Cannabis, Doja and Figr spark up buzzy marketing as they fight it out in a highly competitive category.
Creativity comes to the fore
A growing number of below-the-line disciplines are being called upon to deliver big ideas.
Retail as a community hub
The strategy behind investments Staples, MEC and Indigo have made to create more experiential stores.
Miele spills the beans on how to cook with coffee
The high-end brand is hosting private dinners to show existing customers how to get the most out of their appliances.
GoRVing brings a piece of the outdoors to convention centres
An experiential installation asks people to get their heads into the RV mindset, literally.
Flow brings AR to the grocery aisle
The Canadian water brand has partnered with MemoMi to install its mirrors in stores as part of a sampling program.
Behind Toys “R” Us and Mattel’s retail partnership
How the toy retailer and toy manufacturer have worked together to ring in Barbie’s 60th.
Genesis Motors shifts marketing into high gear
The Hyundai-owned, digital-first luxury brand aims to drive more sales by talking about what sets its cars apart.
St. Michael’s hospital explores the link between poverty and health
Five interactive installations shine a light on the issue to launch a $25 million fundraising campaign.
MEC goes experiential with adventure travel arm
The outdoor gear co-op is testing branded travel experiences to create deeper connections with its members.
Weston Foods launches a pop-up ‘for second chances’
An activation for Dave’s Killer Bread plays on the brand’s origin story to support former convicts and at-risk communities.
Muji colours outside the lines
Muji’s North American president on the retail strategy that’s helping the Japanese brand become a global phenomenon.
National Bank opens dryer pop-up for Igloofest
The activation for the Montreal outdoor music festival allows guests to enjoy themselves by staying warm and dry.
