Zulu Alpha Kilo

Client: Consonant Skincare
Product: Consonant Skincare
Title: Reskinning Queen Street West
Media: Ambient
Country: Canada
Date Of Campaign: June 19, 2018

Background: Consonant isn’t a typical skincare company. They’re making premium products created with 100% natural and organic ingredients. With the launch of their new flagship location in Toronto’s trendy Queen West neighbourhood, we needed to demonstrate a level of creativity that would earn them the attention of local shoppers in one of Canada’s most vibrant retail environments.

Idea: We found that the images in the skin care category were too simplistic for the brand and its new neighbourhood. So, we looked for inspiration outside the category and found it on the streets of Queen West. Dry, damaged, rough and cracked, we noticed that the textures of the street itself mimicked the common skin problems their customers face. We drew attention to the street’s beautiful blemishes and used them as a unique way to speak to the skincare needs Consonant’s products were designed to address. Posters were developed with a sticky adhesive coating to capture and display the dirt and grime that can build up on your skin after a day in the city. A second execution featured UV-sensitive ink. The line, “Like the ink on this poster, some signs of premature aging only show up after exposure to the sun,” was revealed only by direct sunlight. The store’s hoarding was also an enormous incentive, which, from a distance appeared to show a woman’s face, but closer up revealed itself to be a multi-layered application of 700 take-one coupons with pixelated images.

Results: The Consonant Concept store launch broke through and earned the respect and attention of trendy Queen West, successfully exceeding expectations: • Strong opening-day sales: Higher non-sale opening-day sales than the two previous store openings, with 100% higher-than-average transactions• Increase new consumer base: Doubled projected coupon redemptions, 95% from new customers• Signal street cred: Opening-day lineups