SAIL The Outdoors Superstore is the Quebec-based retail leader in outdoor equipment and fashion. The retailer made its entrance into the Greater Toronto market with 4 new branches in Greater Toronto Area starting in 2012.
Background
Top Drawer Creative developed a TV campaign borrowing the well-known character Sasquatch — a hero of sorts. The ultimate outdoor survivor: so capable, so skilled, and so at home in the outdoors that no one has ever really seen one (for long).
Overview
In 2014 SAIL opened the Cambridge location as the first distinct new market since opening in the GTA in 2012. My role as Art Director was to develop this campaign into the print medium including Newspaper, OOH and Tactical media all to run simultaneously as the TV spots were taking place.
Results
Overwhelming success • Over 500 people in line before the store opened • Over 1000 people in the store at 9:45am • Sales = best Ontario opening ever
DISCLAIMER: Any offers reflected directly or indirectly in the creative & videos on this site are not valid in-store or online nor are they a reflection on or responsibility of our client, SAIL.
Agency: Top Drawer Creative Inc.
Note: The work featured here is under copyright protection and ownership of the client.
Note: The work featured here is under copyright protection and ownership of the client.