Experiential

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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.

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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.

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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.

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Creativity comes to the fore

A growing number of below-the-line disciplines are being called upon to deliver big ideas.

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Retail as a community hub

The strategy behind investments Staples, MEC and Indigo have made to create more experiential stores.

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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.

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GoRVing brings a piece of the outdoors to convention centres

An experiential installation asks people to get their heads into the RV mindset, literally.

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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.

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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.

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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.

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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.

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MEC goes experiential with adventure travel arm

The outdoor gear co-op is testing branded travel experiences to create deeper connections with its members.

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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.

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Muji colours outside the lines

Muji’s North American president on the retail strategy that’s helping the Japanese brand become a global phenomenon.

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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.