Positioning Yorkdale as The Centre of Style
Positioning Yorkdale as The Centre of Style
Background
Yorkdale is one of North America’s top five shopping destinations and the premiere shopping destination in Canada. It’s home to the country’s largest collection of first-to-market global prestige labels and luxury brands. All in one place and all under one roof.
We needed to develop a campaign to draw the attention of a global audience and position Yorkdale as ‘The Centre of Style’.
Charting a Course
The creative was devised to further entrench the property’s status as ‘The Centre of Style’. The message is one that’s been used in iconic Yorkdale campaigns in the past but was updated for the new work. ‘Be The Centre of Style’ became the campaign’s main message and call to action, promoting both the property and the individuals who visit it.
The street style-inspired work features recognizable personalities rather than models; fashion influencers Myles Sexton, Grece Ghanem and Mirian Njoh, wearing high end attire and treating locations in and around Yorkdale like a series of runways. The campaign was shot by award winning fashion photographer Chris Nichols and styled by award winning stylist Zeina Esmail.
The campaign consists of a series of filmed shorts and still executions, and it ran nationally on social media, in digital and print advertising, and on Oxford’s owned on-site media assets.
