The Really Brief — Week of July 12

July 12

Cadillac Fairview has partnered with OCAD University to create the “CF Toronto Eaton Centre Art Corridor,” an 18-month art exhibition atop the company’s downtown Toronto shopping centre. CF worked with OCAD students Raquel Da Silva, Jason Zante and Daria Joyce to create the artwork.

The exhibition is part of CF’s new brand platform, “Transforming Communities for a Vibrant Tomorrow,” which saw it issue a call for submissions to graduate students of OCAD U’s Faculty of Design to represent how art can bring people together and build community.

“CF is committed to creating dynamic, inviting spaces, and we recognize the important role art plays in enabling expressive and meaningful places in our buildings and the neighbourhoods we are proud to be a part of,” said CF Toronto Eaton Centre general manager Sheila Jennings.

CF also recently introduced “The Lot at CF Sherway Gardens,” a 30,000 square-foot al fresco dining patio featuring more than 100 picnic tables at its Sherway Gardens location in Toronto’s west end.

Cider brand Somersby Canada has announced a new partnership with Get Real, a Canadian non-profit
dedicated to fighting discrimination, racism, and bullying against members of the LGBTQ+ community. The partnership was brokered by marketing agency Vibrant Marketing.

Somersby has partnered with Get Real on a university chapter program called “Steps of Pride,” a virtual speaker series designed to inspire students at Canadian universities to initiate positive change for their community. The cider brand has also created limited-edition cans.

Vancouver coffee brand Ethical Bean has created a new marketing promotion called “Escape at Home,” offering three Canadians a free consultation with home design and lifestyle expert Monika Hibbs, plus $5,000 to upgrade their home’s favourite coffee spot.

Ethical Bean also partnered with Vancouver’s The Kettle Society, a local non-profit that empowers people living with mental illness, substance use, poverty and homelessness, to provide an upgrade for its space.

“Canadians have always used their coffee breaks as moments to unwind, and after a year of travel-restrictions, this moment has become a coveted escape, and one we all deserve to enjoy,” said Ethical Bean’s senior associate brand manager, Emily Oborne. “As restrictions begin to lift, we know Canadians will be looking to reconnect with loved ones and update old spaces that have become too familiar over the past year.” The creative campaign was developed with Mosaic, with Carat for media and The Colony Project for PR.

Chris Powell