The Well

Shaping a vision for Toronto’s hottest cultural destination.

THE IDEA

All Together at The Well: A campaign that turned connection into a calling.

Built from a deep brand strategy including purpose, mission and visitor targets, our launch campaign brought a simple idea to life. That everything, and everyone, comes together at The Well. Citywide out-of-home captured real moments of connection. Food, friendship, shopping, shared experiences, all shot on location under The Well’s iconic canopy.

A

Where the audience is headed

Torontonians want places to gather.

Toronto is packed with shopping centres, office towers and condo buildings. But The Well wasn’t just another addition. It was a new kind of destination. Our opportunity was to position The Well not as a development, but as a cultural hub, a place that reflects how the city wants to live, work and come together.

B

Where the brand is headed

A new landmark needs more than foot traffic. It needs a following.

The Well is one of Toronto’s most ambitious developments, a sprawling, open-air mixed-use destination in the heart of downtown. With over 40 food and beverage vendors, retail, office and residential space, it needed more than awareness. It needed a unifying story and a compelling reason to visit, explore and return.

C

Where the culture is headed

The future of downtown is mixed, open and alive with possibility.

As downtown cores adapt to post-pandemic life, people are looking for more dynamic ways to engage with their city. The Well brings together dining, shopping, living and working in a way that feels modern, open and walkable. A cultural statement as much as a real estate one.