November 14, 2008 | Marketing Magazine
Torontonians have reserved seating along the city’s sidewalks when Santa Claus comes to town this Sunday, thanks to a chalk art campaign from Cossette Communication-Marketing.
The agency took to the sidewalks in anticipation of the city’s annual Santa Claus Parade, placing chalk outlines of lawnchairs and the message, “Lawnchair Parking Only,” at key points along the parade route.
The agency wanted to do something that was more intrusive than traditional media, said Dave Douglass, creative director at Cossette.
“There are a lot of people in the neighbourhood that walk that way [the parade route] every day...so we were trying to get people where they live,” he said.
The campaign is supported by wild postings in high-traffic areas along the parade route. The Santa Claus Parade ads show a glass of milk and cookies on a city sidewalk, a stocking draped over a bicycle parking space and a poster with the headline: “He sees you when you’re cheering.”
“The Santa Claus Parade is a great Toronto tradition that comes alive on the city’s downtown streets, so it seemed appropriate to use those same streets as a medium to promote the event,” added the campaign’s art director, Josh Day, in a release.
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