Cheeky Square One campaign challenges downtown T.O. on its own turf

The suburban shopping mall is launching its $40 million facelift with not only a conventional media campaign and an enticing contest, but also a street mural smack dab in downtown Toronto.

Big-city audacity isn’t usually associated with suburban shopping malls, but Mississauga’s giant Square One is going in exactly that direction with a spring campaign to publicize its just-completed $40 million facelift, courtesy of Toronto’s Brees Communications, which is handling all components.

Co-branded ‘Be the One’ 30-second commercials will run on Citytv until April 27. During the week of April 23, a Square One Be The One Style Note will be played every day, once a day during CityLine with five different tips that ‘speak to signature style and being oneself.’ And viewers are being directed to Square One’s microsite on, which features a ‘Be The One Dream Package’ contest whose prize is a $10,000 shopping spree with a personal stylist.

But the flashiest element is a giant wall mural that will hang for six months, not somewhere on a connecting expressway, but right on King Street in the heart of the theatre district. There’s also a superboard at Spadina and Front.