Re-imagining St. Nick

Challenge

MEC used to be the only retailer selling functional yet fashionable, outdoor athleisure wear. Not anymore. We needed to help MEC stand out in an increasingly crowded, super-saturated holiday shopping market.

Approach

To grab our audience’s attention, we developed a robust multi-media holiday campaign with a twist. It featured everyone’s favourite holiday character in a re-imagined way (fit, outdoors-y, and unabashedly West-Coast) without losing the spirit or goodwill for which he’s famous.

Results

From in-store collateral to online banners to social posts to digital billboards, “Nick” had a strong presence Canada-wide. The campaign generated a big thumbs-up from MEC members on social, enthusiastic media attention and a notable up-tick in same-store holiday sales.

Billboards