FOODS OF THE WORLD by Taxi Vancouver for WEST VALLEY

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FOODS OF THE WORLD

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Industry Supermarkets
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Canada
Agency Taxi Vancouver
Creative Director Michael Mayes. Associate Creative Director
Art Director Nikki Jobson, Raul Vinicius M. Garcia
Producer Agency Print Producer
Photographer George Lin
Typographer Marcella Coad
Released July 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: WEST VALLEY MARKET
Product/Service: INTERNATIONAL FOOD MARKET
Agency: TAXI CANADA
Creative Director: Michael Mayes
Copywriter: Nikki Jobson
Art Director: Raul Garcia/Marcella Coad/Nikki Jobson
Account Manager: Meghan Hawes
Advertiser's Supervisor: Colin Lo
Typographer: Marcella Coad
Photographer: George Lin
Producer: Agency Print Producer: Leah Fladgate
Other Credits: Mac Artist: Lisa Blackburn
Date of First Appearance: Jul 24 2009 12:00AM
Entrant Company: TAXI CANADA, Toronto, CANADA

Description of Ambient execution
For locals, West Valley Market offers a small taste of the world on their doorstep. This insight became the theme for the “Small taste of...” campaign. Dozens of miniature scenes, standing just inches high were created and left by condos, at bus stops, along main roads and in parks in the vicinity of West Valley Market, in Vancouver’s West End. Each scene highlighted the type of foods available at the store. Miniature A-boards next to the scenes drove home the 'A small taste of...' theme and gave directions to the store. As West Valley Market is a local store, we took the campaign to the streets where our targets live, socialize and shop. We had a modest budget so we wanted to create a grass roots campaign that would make people smile and get them talking. The miniature scenes attracted crowds and created a buzz of curiosity. People took photos of the miniature scenes, blogged and tweeted about them. The owner of the store reported a rise in foot traffic during the week the miniatures were distributed. Plus, many customers – new and regulars – talked about seeing the miniature scenes.