To celebrate Fashion Week in Toronto, MasterCard created Stylicity – a retail program that offers cardholders exclusive savings at shops and restaurants in four of our cities trendiest neighborhoods. So when it came to doing the creative, we figured whom better for the face for the campaign than the trend-setting merchants themselves? So we did a callout, then photographed and interviewed a handpicked group of them.
To further dial-up the style factor of the campaign, we worked with designer Alina to create custom nameplates for each neighborhood - reflecting the unique personality and vibe of the area.
Along with the out-of-home campaign, I also had the pleasure of satiating my inner wannabe Fashion Editor by doing all the online writing for the robust Stylicity website too. Here, knowing people’s fascination with the lifestyles of the stylish-set, we gave them an opportunity to get some insight into the merchants – like where they love to shop, drink, play, hangout out, get their hair highlighted – all the really important stuff;)
Campaign art-directed by Arron Isaac & designer Alina Skyson
Creative directed by Cam Boyd & Troy McGuiness |ECD Sean Davison & Mike Halminen
Photographed on location in Toronto by the talented Regina Garcia
