ALL ABOUT U
Upper Canada Mall was looking for a complete overhaul of their branding, including a new logo, and even dropping “Mall” from their name.
Competing with bigger properties, such as Toronto Eaton Centre, Yorkdale, and Vaughan Mills, Upper Canada still wanted to maintain the sense of community with the people of Newmarket, yet wanted to communicate to people in the city that we have everything bigger malls do.
BIG IDEA: OPEN CASTING CALL
Models will be the real people of the Upper Canada community. A casting call is held on the premises. Tryouts are advertised on the website as well on signage in the property and on Upper Canada’s social channels. To audition, there will be “U” stages set up throughout the property where customers can take their photos and submit online. Our most talented models are chosen to be part of the latest creative and are asked to come back for a real photoshoot.
STUNT: VEGETABLE GARDEN
We will grow a vegetable wall through U's outside of the Food Market, showing our customers we have a healthy selection coming their way soon.
WEBSITE: U PROFILE
Imagine if every time you went on to the Upper Canada website you saw personalized content from all the stores you cared about, specifically chosen for you. We will transform the website into a hub for Upper Canada shoppers that includes all their favourite interests, chosen just for them, by them. It’s like a window shopping experience tailored to every individual. They would fill out a quiz that would allow us to compile their favourite interests, like celebrity icons, colour palettes, and much more.