GRAIL + TOWN SHOES LTD
GRAIL was a premier sneaker boutique in Vancouver, BC opened through Town Shoes Limited. I was the full-time Multimedia Designer & Creative Lead. I created and executed their first multimedia advertising campaign and shot all original imagery for their online channels.
REALLY DOPE KICKS CAMPAIGN
GRAIL opened early 2018 in Vancouver’s South Granville neighbourhood as a premium sneaker boutique. Brand new on the scene, they needed to generate buzz amongst local sneakerheads. I created a multimedia advertising campaign that lived through: Print, Digital, Outdoor Projection, Experiential, Social and Guerrilla marketing. I thought of the concept, wrote the copy and designed the creative. Print and experiential was run on 3 campuses: University of British Columbia, British Columba Institute of Technology and Langara College.
INDOOR CAMPUS MURALS
Copy, Art Direction & Photography* by Joel Din
STORE WINDOWS
Copy, Art Direction & Photography* by Joel Din
GUERILLA MARKETING
BEAR GIVEAWAY
So here’s where things got crazy. The next step in this campaign was to create some buzz online. We decided to take 5 “stash bears” and hide them around Vancouver. Each one had a dope prize sewn inside - a $100 GRAIL gift card. Clues were posted to GRAIL’s Instagram account about the various locations and all 5 bears were found shockingly quick. Bears were brought to the store, where we opened them up and gave customers their reward.
Copy, Art Direction & Photography by Joel Din.
BONUS CARD GIVEAWAY
GRAIL branded bonus cards were distributed by an experiential marketing team at the University of British Columbia - Vancouver’s largest University campus - to create buzz and foot traffic into the store.
Copy, art direction & photography by Joel Din.
All photography was directed, shot and edited by Joel Din.
