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COTY

CLIENT

Experiential, Activation Design, Pop-up

SERVICES

A curated wilderness, where shoppers momentarily escape, and indulge in fragrance.

Marc Jacobs Daisy Wild Pop-up

A pop-up nestled within a miniaturized national park, transported into a shopping mall below a glass ceiling with sunlight filtering through.


CRUEL partnered with COTY and Marc Jacobs fragrances to bring the Daisy Wild launch to in-real-life, celebrating the distinct bottle and fragrance with a unique pop-up experience within CF Toronto Eaton Centre.


From March 22-24, 2024 shoppers were encouraged to curiously explore the different areas of the activation, while Brand Ambassadors led them through a journey, including a Snapchat mirror and photo opportunity.


The activation aimed to expand the experience of the digital campaign and TV spot, by creating a new IRL setting within the Daisy Wild universe where consumers could trial the product. Realism via art direction created a strong undercurrent to weave visual and brand communication pillars. Appreciation of nature and focus on sustainability is emphasized by Daisy Wild’s unique stem and refillable bottle.


CREDITS

Executive Producer: CRUEL
Art Direction: Zach Novtall
Production/Fabrication: Ground Up Services
Motion and Stills: Para Siempre

  • Brand of the Year ADCANN and

    Canadian Cannabis Awards

    SUPREME CANNABIS (2018)

    Best Marketing Campaign

    O’Cannabiz Awards

    SUPREME CANNABIS (2019)

    ADC Awards 2022
    Gold for Media Innovation

    MR. SATURDAY (2022)

    Cannes Bronze Lion for Brand

    Experience and Activation

    MR. SATURDAY (2022)

    Atomic Awards, Gold for Niche Targeting, Collaboration, Engagement

    MR. SATURDAY (2022)

  • CRUEL is an independent marketing agency based in Toronto, exploring contemporary themes through art, marketing, and culture. We find deeper meaning emphasizing the power of human connection, and in doing so, embed brands in the conversation; whether digital or in-real-life, launching a new product, or creating an immersive brand experience.

     

    Founded in 2013 as a university lifestyle platform in Montreal, CRUEL quickly became a hub for young people to connect, driven by the surge of social media. By 2015, after hosting thousands of events and launching localized content initiatives, CRUEL transformed into a marketing agency, drawing clients keen on understanding youth culture and younger demographics. In 2016, CRUEL further demonstrated its newly formed marketing acumen by successfully launching Snapple Spiked across Canada through an authentic, grassroots driven campaign.

     

    CRUEL's creative capabilities flourished in 2018, winning Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand in Canada. The arrival of the pandemic in 2020 tested CRUEL's adaptability as a younger agency. However, with agility and a solutions-oriented mindset, CRUEL was able to seamlessly pivot from traditional event marketing to a fully integrated offering, combining Branding, Content, and Experiential to provide increased value to clients. As people everywhere returned to real life, so did CRUEL. This was on display with the LottoMax Dream Drop campaign in 2022, winning several awards, most notably the agencies first Cannes Lion for Experience Design. 

    In 2023, CRUEL has continued to grow, being featured in Hypebeast, Highsnobiety, Vogue, Strategy Online and other publications. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL is always designing new ways to connect brands to with the next generation of consumers.

  • BRANDING

    Research and Insights 
    Brand Strategy and Planning
    Brand Identity
    Art Direction
    Illustration
    Graphic Design
    UI and UX Design 

    CONTENT

    Brand Storytelling
    Digital Strategy
    Content Production
    Commercial Photography
    Channel Planning
    Community Management
    Digital Platform Development
    Emerging Tech Integrations
    3D Motion Design

    EXPERIENTIAL

    Activation Development
    Installations and Pop-Ups 
    Event Strategy and Production
    Interactive Product Sampling
    Logistics Management
    Staff Recruitment/Training  
    Retail Environments

    PARTNERSHIPS

    Strategic Partnerships 
    Negotiation and Contracting
    Sponsorship Framework 
    Property Representation 
    Sponsor Activation
    Valuation and Measuremen

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