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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

  • CRUEL is a Toronto-based independent marketing agency specializing in Brand Experience and Creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results.

  • Experiential

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    Experience Design

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

    Content

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

    Branding

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

    Partnerships

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

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