When we began work on the B.streets campaign, we knew we had the opportunity to create something special. That something became a love letter to the extraordinarily unique Bloor & Bathurst neighbourhood. With authenticity, approachability and an embrace of the eclectic, we wove a tale of intimate condo living that resonated with the diverse target audience.
The heart of the campaign was the original photography, shot with local residents, on location in the neighbourhood. Copy provided snapshots of moments in time, building an emotional connection with readers, and framing the story of B.streets as an intimate peek into people’s lives.
The campaign included a jaw-droppingly massive outdoor mural and a neighbourhood guide that highlighted area businesses and built strong relationships with local business owners. B.streets was a labour of love, and showed that a respect for context, combined with an emotional connection with the audience, is the most compelling way to build a brand.