MUSE Gold

2022

Not For Lease

Entrant Company

The Local Collective

Category

Experiential & Immersive - Community

Client's Name

Roncesvalles Village BIA

Country / Region

Canada

“Roncesvalles Not For Lease”



On Nov. 24, the second day of the new lockdown, “Roncy” residents woke up to more than 50 store/business windows covered in craft paper, with “For Lease” signs. This arresting display forced shoppers to viscerally experience the reality of the pandemic.



At noon, in a coordinated event, the store owners ripped off the paper to reveal the core campaign message underneath: to resist the lure of Amazon and support independent retailers. We also had federal and provincial members of Parliament attend and speak to the media.



Instagram, including IG stories, was the primary social media channel used to drive awareness and spark conversations.

Credits

President and Chief Creative Officer
Matt Litzinger
Managing Director
Kaitlin Doherty
Solutions & Operations Director
Lauren Brown
Creative Director
Pepe Bratanov
Design Director
Omar Morson
Brand Director
Amanda McMillan
Integrated Strategy Director
Michael Ash
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