Southcentre x Fairmont Jasper Park Lodge
Southcentre was searching for an innovative way to take their retail experience outside – and feature a key new premium retailer, Sporting Life, in the Fall/Winter 2016 campaign. To achieve this, Toolbox secured a partnership with one of the most legendary outdoor destinations in Alberta: Fairmont Jasper Park Lodge. The photos – shot on location among epic mountains and glacial lakes – elevated the brand and stood out from the pack in Calgary. It also featured fashion and lifestyle products smoothly. A contest element offered shoppers a rocky mountain escape to this iconic Canadian lodge. An integrated media campaign from Global/Corus gained millions of media impressions through TV, digital, and radio. Meanwhile out-of-home campaign executions took over buses, trains, and billboards – and brought a whole new vista to the Southcentre brand experience.