Wassup with that giraffe?
Spoiler alert: The mystery critter gamboling in various newspapers just now is spearheading a teaser campaign for a Toronto condo-to-be.
Maybe MiC shouldn’t be letting the critter out of the bag and spoiling the fun of a classic teaser campaign. But we know who let the giraffe out.
It’s not a zoo. It’s Toronto’s TAS DesignBuild Group’s Giraffe Condominiums, which is currently developing a mega-residence in Toronto. Hence the two-week campaign, which broke on Tuesday with more than 25 playful print ads appearing in non-real estate sections of Metro, 24, The National Post, Globe and Mail and The Sun.
Sample copy: ‘Giraffes eat a variety of acacia leaves, as well as hay and carrots. Soon to be the next big celebrity diet.’ There’s also an amusingly mysterious online ad at www.giraffeliving.com.
Post-teaser, TAS marketing exec Steve Fernandez tells MiC, a larger campaign will play on the G motif and focus on his company’s ‘novel architecture, sustainability and easy access to public transportation.’ Later elements will include OOH (presumably with extra-tall executions), a 17-inch brochure, full-page print ads and promotion of a 4,000-sq-ft presentation center, which is set to open in September.
Creative is being developed by Toronto- and Atlanta-based LA Inc., while media buys are being handled in-house at TAS DesignBuild.