COCA COLA CREATIONS ULTIME FLAVOUR LAUNCH

Objective

This project objective was to help introduce the latest collaboration between Coca Cola and League of Legends over a three week period tracking sales, social media impressions through a coupon distributed at different cinema locations and data a shared photo booth.

ROLE

Project Management

Production Management

Client Management

Event Production

Staff Recruitment

Staff Training

Weekly Status Meetings

Post Event Report

Agency

LPi Group

EXPERIENCE

In 2023, Coca-Cola® Creations and League of Legends collaborated to introduce the limited-edition Coca-Cola® Ultimate +XP flavor. During the launch weekend, Coca-Cola® Creations partnered with Cinema Guzzo to offer an engaging photo experience at Cinema Guzzo's busiest locations in Montreal. Moviegoers were captivated by a unique red carpet photo opportunity, designed to raise awareness about the latest mystery flavor. This experience was strategically placed to capture consumers' attention as they headed to the concession line before their movie screenings. Participants were invited to walk the red carpet and take photos with their friends, receiving their digital photos with League of Legends backgrounds via SMS or email for immediate social sharing. Upon exiting, each participant received a coupon to try the featured Coca-Cola® Creations product.

results

The photo experience was a tremendous success, with attendees thoroughly enjoying the red carpet walk, photo sessions with friends, and the subsequent social media sharing, amassing over 100,000 impressions. Consumers embraced the new Coca-Cola® Creations flavour, leading to a complete sell-out during all three weekends. Enthusiastic feedback about the overall experience further contributed to its success.

HOT WHEELS - CANADIAN INTERNATIONAL AUTO SHOW

OBJECTIVE

To officially reintroduce Hot Wheels to the Canadian International Auto Show for their first in-person event post-pandemic.

ROLE

Project Management

Event Management

Event Production

Client Management

Staff Recruitment

Staff Training

Weekly Status Meetings

Post Event Report

AGENCY

Spider Marketing

Experience

In 2023, Hot Wheels triumphantly returned to the Canadian Auto Show in Toronto, following its initial appearance for the brand's 50th anniversary celebration in 2018. The exhibit featured a dynamic kids' play zone, a remote-controlled track, classic Hot Wheels cars, five life-sized Hot Wheels vehicles from the Hot Wheels Garage of Legends, and collector cars. The family-oriented Hot Wheels play zone not only heightened the excitement of the Auto Show but also left a lasting impression on families in attendance.

Results

With over 50,000 attendees visiting the Hot Wheels activation during the 10-day show, it emerged as the most popular kids' attraction, demonstrating its ability to captivate both parents and children. The Hot Wheels play zone not only injected excitement into the event but also created enduring family memories, seamlessly blending fun and bonding to deliver an unparalleled attendee experience.

TURBO TAX RAPTORS FAN JAM

OBJECTIVE

As part of Intuit’s GO BIG Campaign, the Turbo Tax Raptors Fan Jam was aimed at welcoming Intuit’s employees to their new downtown home and to help introduce them to the burgeoning tech industry through a fireside chat centred around diversity.

ROLE

Project Management

Event Design

Event Management

Production Management

Client Management

Staff Recruiting

Staff Training

Weekly Status Report

Post Event Report

AGENCY

Proof Experiences

Experience

Our target audience for this event comprised Intuit employees. We were tasked with creating an event centered around Intuit's TurboTax brand and its association with Raptor Fred VanVleet. We transformed this directive into a one-day event in collaboration with TurboTax, designed to offer an engaging experience that celebrates both Fred VanVleet and the Toronto Raptors organization. Additionally, the event provided a networking opportunity with top tech executives, strategically coinciding with the nearby Elevate tech conference. This event was specifically geared towards supporting the success of BIPOC small businesses and served as the launch party for Season 2 of the TurboTax-sponsored podcast 'Bet on Yourself', hosted by Fred VanVleet and his financial partner, Derek Folk.

Results

The event received an overwhelmingly positive response, with over 600 attendees across the VIP and public areas. The event featured a range of engaging basketball-themed activities, including a half-court with games hosted by the Raptors 905 stadium announcer, basketball pong, tic-tac-dunk, connect four, a locker room experience, and a VIP tent, among others. Additionally, there were cultural performances, including Indigenous dancers, Desi dance teams, and a Chinese Lion dance ceremony, adding to the event's vibrant atmosphere.

ROOTS REMASTERED MERCH BOOTH

Objective

Introduce and inform farmers about the new SmartStax Pro seeds. A fun campaign centered around making music from the biometric sounds given off by plants.

ROLE

Project Management

Production Management

Event Production

Staff Recruiting

Staff Training

Weekly Status Meetings

Post Event Report

Creative Agency

McCann Worldwide

Experience

The SmartStax PRO team orchestrated a corn-themed mini-concert at the Canadian Outdoor Farm Show (COFS), featuring an innovative stage setup. The immersive corn concert experience boasted band signage, intricate lighting, a scaled-down stage, bubble machines, beach balls, and Muskoka chairs outfitted with headphones. Attendees were invited to enjoy live sounds from SmartStax PRO corn, using headphones connected to the corn roots through a machine that translated the plants’ biometric rhythms into music. Moreover, a merchandise booth offered a branded digital plinko game, allowing attendees to win exclusive corn concert merchandise.

Results

The Roots Remastered corn concert garnered significant acclaim from farmers and their families. Visitors queued daily to partake in this unique corn-centric experience, appreciating the unconventional concert setup, authentic sounds of corn roots, and the chance to unwind amidst the festivities. Additionally, the event provided a delightful diversion for children, who enjoyed the bubble machine and the chance to win prizes, allowing their parents a moment to engage with the SmartStax team.

INTUIT OUT FRONT

OBJECTIVE

Out Front was the award-winning campaign geared towards the Intuit employees, ensuring a smooth and fun transition to their new office. Our first task was planning the old office in Mississauga, a goodbye party that would help celebrate the memories they had and prepare them for their transition to downtown Toronto.

ROLE

Project Management

Production Management

Event Production

Staff Recruiting

Staff Training

Weekly Status Meetings

Post Event Report

CREATIVE AGENCY

Proof Experiences

experience

Our task was to say farewell to the Mississauga office with a memorable event and generate excitement for the new move to the Toronto office at The Well in downtown Toronto. We wanted to reimagine what employee engagement could look like for a team making a huge move, and what that vision looked and felt like for the employees. We also wanted to increase Intuit’s local community presence and showcase its diverse, innovative and inclusive culture while continuing to attract and retain the top talent in the tech field. We created different themed zones throughout the parking lot turn fair where employees could relax, reminisce, cool down, go full on or get nostalgic. Alongside the great food and drinks on offer, such as pizza fresh out of the oven, cheesecake on a stick, and smoothies served in pineapples and gelato. We also had cornhole, Connect 4, Jenga, and a giant balloon wall. And the days’ entertainment included Intuit’s in-house DJ, the award-winning soca band that led a giant conga line around the parking lot, and the comedic lip sync from Toronto’s famous drag queen Viza Decline.

Results

The event was very well received, earning the highest NPS score in 14 years for a company event. Employees engaged in the different areas, they signed the giant chalk wall, took photos and had a great afternoon sharing all the great memories from the years spent a the Mississauga office. This event was the kick-off for an incredible campaign of Field Trips through the diverse neighbourhoods of Toronto, culminating in the incredible Welcome to Toronto party, which featured a game-changing drone show seen for the first time in Toronto. The campaign was so well received, the Out Front campaign won a 2023 Ace Award for Employee Engagement Internal Communications Campaign of the Year.

HOT WHEELS SKATE - TOYS R US CAMPAIGN

OBJECTIVE

Train a team across Canada for a one day event in 10 Toys R Us stores from BC to Quebec.

ROLE

Project Management

Client Management

Staff Recruitment

Staff Training

Status Meeting

Post Event Report

Creative Agency

Spider Marketing

Experience

We conducted our activation at 10 Toys R Us stores across Canada on a Saturday afternoon, introducing attendees to the features of the Hot Wheels skate decks. Our Brand Ambassadors, trained extensively in the weeks leading up to the event, demonstrated their skills and tricks, contributing to a lively and interactive atmosphere at each location. Attendees could construct and take home a cardboard ramp, enriching their experience and leaving with newfound skateboard knowledge.

Results

Parents highly valued the opportunity to test products before purchasing. Some attendees who were proficient in fingerboarding, eagerly showcased their skills to others, adding an engaging element to the event. A wave of nostalgia swept over parents as they reminisced about their collections, past skateboarding adventures, and their affinity for the Hot Wheels brand.

HEXO - NEVER JADED TOUR

objective

Introduce HEXO Cannabis to the market pre-legalization through a heavily promoted music tour across several cities in Canada.

ROLE

Client Management

Event Production

Event Management

Staff Training

Weekly Status Meetings

Post Event Report

Agency

Adept Marketing

Experience

As the event producer for HEXO through Adept Marketing, I led a team in executing a series of events within a pop-up space on Queen West. These events included yoga classes, meditation seminars, and dance classes, complemented by evening offerings of complimentary drinks and performances by guest DJs such as Murda Beatz, 88GLAM, and Sybil. As the tour coordinator for the #neverjaded tour with Hunter Siegel and the No Neon crew, I oversaw all aspects of the tour, including artist management, distribution of promotional materials, email collection, and age verification. The tour spanned multiple dates across southern Ontario, with stops in nightclubs from Windsor to Peterborough, and two out-of-province stops in Edmonton and Winnipeg.

Results

The #neverjaded campaign served as a successful introduction for the HEXO brand, receiving an Adcann award for the Cannabis Marketing Campaign of 2018. This recognition underscores the campaign's impact and effectiveness in promoting the brand and engaging with the target audience.