GRAIL + TOWN SHOES LTD
GRAIL was a sneaker boutique opened through Town Shoes Limited in Vancouver, BC. I was the full-time Multimedia Designer & Creative Lead. I created and executed their first multimedia advertising campaign. I also shot original videos and imagery for their store’s 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.
