CASE STUDY

Loblaw Companies Limited had a hit on its hands. The Joe Fresh clothing line by internationally recognized designer Joseph Mimran was proving to be a huge success. To expand the brand, Loblaw provided Spark a creative challenge, inviting us to launch the very first Joe Kids clothing line. Success would require combining big impact with fun, expressing the spirit of Joe Fresh.

To achieve this, a circus theme was selected. But the real story is in how we brought this idea to life, in an extraordinarily tight timeframe. A ‘Big Top’ of impressive proportions was constructed in a highly unexpected location– the top floor of the Loblaws Queen’s Quay multi-level parking garage in Toronto. From creative concept to launch day, the event was produced in just over a month.

Spark overcame all logistical challenges– from ensuring the tent and equipment would not impact the safety of the parking facilities, to minimizing the impact on store customers. On-site preparations and rehearsals took an entire week. By launch day, the bleachers were filled with 500 journalists, VIPs, children and parents – all thrilled by the innovative fashion show built around exhilarating circus performances. The result: media coverage and publicity exceed expectations, while sales of the new brand exceeded targets.