Southgate / Mapleview / Bayshore Centres

These three shopping centres dominate their respective trade areas in Edmonton, Burlington, and Ottawa, respectively. All three have a similar offering, and parallel fashion and lifestyle positioning. The mandate was to create a unified collection of campaign assets using a finite budget, and begin to define a “cluster” of shopping centres in the Ivanhoé Cambridge portfolio. To do so, we needed to triangulate the brand character – and bring it to life in a lush and blooming spring photoshoot. The result is irresistible, wherever in Canada you encounter it.