THE
MASK
WALL:
RIOCAN REIT
THE BRIEF:
Help make people more comfortable as they re-enter in-mall shopping following a lengthy first COVID lockdown.
THE STRATEGY:
People are naturally inclined to tear apart vinyl wrap advertisements in public spaces.
THE IDEA:
We'll make an advertisement that is made to be torn apart, and to give people a mask when they do so as well.
Copy in the advertisement is changed by the removal of masks from the poster, creating a changing message that not only encourages personal protection, but of those surrounding as well.
The core message of the campaign was carried out in other media forms across the RioCan portfolio, including properties across the Golden Horseshoe, Winnipeg, and Edmonton.
Short videos were shared on social as well to forward the message to individuals in the area, letting them know that the centre is safer to visit as a result
of the initiative.
