EMOTIONAL BRAND EXPERIENCE
Smaller in scale, temporary by nature and reserved to a limited audience, these are controlled, immersive environments that convey a tactical message to a targeted audience. By mobilizing interactive technologies and well-defined engagement strategies, the objective is to provoke interactive emotional responses to demonstrate the values of a specific brand by unconventional means.
Temporary experiential installations mostly oriented towards positioning or corporate communications purposes, including tradeshows, pavilions, fairs, street experiences and promotions.
Where: Union Station, Toronto
For: Tribal DDB
As Christmas approached in 2011, travellers and passers-by in Toronto’s Union Station experienced the holiday season’s magic come to life with the appearance of a giant tree in the middle of the train station. Engaged by the Tribal DDB agency on behalf of Canadian Tire, Moment Factory created a 30-foot interactive Christmas tree whose decorations lit up as more and more Christmas messages were shared online. When the Christmas spirit reached its peak, the tree would take on its brightest glow. Website visitors could also interact with the tree triggering a spiral of blue lights and watch the effect live via