Trevor Wheatley at Holt Renfrew

October 2016 | Partnerships, Creative Direction, Activations

As the Creative Director of Moose Knuckles, I worked with Canadian department store Holt Renfrew to create a locally-centric installation and activation at Yorkdale Mall. The objective was to drive footfall and engagement on instagram with a millennial audience. To do this, I commissioned Toronto artist Trevor Wheatley to create a large-scale sculpture to hang in the store’s front atrium for the month of October. Through a digital advertising campaign and onsite signage, shoppers we invited to engage with the artwork by capturing and posting a picture on social media. Each submission to the hashtag would grant the participant a chance to win a private dinner for 10 friends with Trevor, prepared by Toronto’s celebrity chef and host of Viceland’s Dead Set On Life, Matty Matheson. The campaign drove thousands of submissions and traffic to the store, while engaging both a local and global audience through the artist and chef’s organic networks.