Santa Claus Parade takes the nontrad media route

Toronto is prepping for elves with lawnchair parking pads and wild postings.

Toronto’s annual Santa Claus Parade had some help from chalk art and wild postings by Cossette Toronto, to spark sentimental feelings for the Nov. 16 event.

Cossette personnel were busy stenciling lawnchairs and the slogan ‘Lawnchair parking only’ along the parade route this week. And at high-traffic locations along the route, they plastered posters showing urban Santa scenes, such as a glass of milk and cookies on a sidewalk, or a stocking draped over a bicycle.

Dave Douglass, CD at Cossette, says that chalk art creates a more intrusive and ‘right under your nose’ feel, and is a way of looking beyond traditional media to reach audiences.