Toronto Association of Business Improvement Areas (TABIA): Out-of-work mannequins

Toronto Association of Business Improvement Areas (TABIA), a non-profit organisation, launched an activation to support small businesses in Toronto, Canada, during the COVID-19 lockdown.

Campaign details

Brand: Toronto Association of Business Improvement Areas (TABIA)Agency: Zulu Alpha Kilo

Campaign Summary

On a wintry morning heading into what would normally be the holiday season, long line-ups began to form along two popular retail stretches in Toronto. But rather than a crowd of shoppers, it was a line-up of 'out of work' mannequins holding placards with the hashtag #ThinkOutsideTheBigBox. Messages on the placards, including "Hungry for Customers", "Locked Down and Out" and "Kicked to the Curbside Pickup", clearly articulated the dire situation facing many small retailers. The installation of mannequins succeeded in raising the...

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