Now Magazine was once the alternative voice of Toronto. It was time to reclaim that title by connecting with a new generation of young people. The plan: Plaster the city with an outrageous campaign of wild postings.
GOING BEYOND THE ASK: The ‘Steal One’ Poster idea
Inspired by ‘Take One’ marketing pieces, we posted several oversized tearable pads featuring all the posters – the first-ever such pieces in Canada – inviting people to ‘steal one.’ In less than 24 hours, the emptied pads had to be replaced. And then again. And again. (As you can imagine, the outdoor media company was thrilled.)