A provocative creative strategy put Torontonians in a dystopian, yet possible, future.
Amazon and big box stores saw significant sales increases during the pandemic while local businesses suffered. As many as 225,000 small businesses were potentially facing closure in Canada. We needed to shock people by forcing them to experience the harsh reality that could befall the Roncesvalles high street without their support.
On Nov. 24, the second day of the new lockdown, “Roncy” residents woke up to more than 50 store/business windows covered in craft paper, with “For Lease” signs.
44 press outlets ran stories on the experiential event, leading to over 255 million impressions