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Hazelton Lanes F/W 2013

Fall/Winter Campaign

Hazelton Lanes is a premier shopping destination in the Bloor and Yorkville neighbourhood, home to a number of very high-end fashion and lifestyle brands.

The challenge for Hazelton’s recent campaigns, stem from the centre’s large-scale renovation plans. Though the outcome will be a dramatically appealing site, the construction phase is trying for retailers and their customers. Engaging advertising and onsite collateral is critical to communicate that the mall is still open for business and still offers top-tier one-stop-shopping.

Using Yorkville, the primary location of the centre's customer base, as a dynamic and easily recognizable backdrop, we created a connection between the centre and its surrounding community. Advertisements in-mall as well as in Toronto Life, on transit shelters, and across web and social media platforms, remind shoppers that the mall is still open and well-stocked with the latest fashions. An accompanying behind-the-scenes video garnered even more value from the campaign, played in a prime location during the TIFF.