2021 Winner

Amid a fresh wave of lockdowns, at a time when 50% of Canadian small businesses already worried COVID-19’s impacts might force them to close permanently, the Roncesvalles Village BIA needed Torontonians to shop local during the critical holiday season. The Local Collective devised a campaign to help Torontonians imagine a dystopian, yet possible, future in which only Amazon and big box stores survived.

On Nov. 24 – the second day of a new lockdown – “Roncy” residents awoke to fnd more than 50% of businesses’ windows covered in craft paper with “For Lease” signs. At noon, store owners removed the paper to reveal the message behind the “Not For Lease” campaign: consumers should resist the lure of lower costs and convenience and support independent retailers.

Within 72 hours, the campaign was covered by more than 44 press outlets, leading to 255 million impressions and heightened awareness of the issue. The BIA’s Instagram experienced a 900% increase in engagements and a nearly 800% increase in growth rate. Each post generated at least 500% more engagement than the historical average.

Credits

Matt Litzinger, President & Chief Creative Officer, The Local Collective
Pepe Bratanov, Creative Director, The Local Collective
Kaitlin Doherty, Managing Director The Local Collective
Lauren Brown, Solutions and Operations Director, The Local Collective
Michael Ash, Integrated Strategy Director, The Local Collective
Amanda McMillan Brand Director, The Local Collective
Omar Morson, Designer, The Local Collective
Wild Child Group, PR Agency