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...