Vancouver, BC; November 3, 2009 – Recently, drivers in a Lower Mainland, BC community were witness to a strange sight: a dull, beige minivan with a group of mannequins pouring out of it and scrambling up a billboard. The mannequins- tired of the dull, beige confines of life in Boringville- were desperate to get a glimpse at a life worth living.
“Morgan Crossing appeals to people who are looking for an antidote to a boring, suburban life. The village concept captures their imagination,” says Bryan Woolley, President, Fingerprint Strategies. “We needed an approach beyond the traditional condo marketing of print ads and direct mail, something that would tell potential buyers- as they are driving by in their cars- that a life without total dependency on their vehicle is possible.”
Morgan Crossing is inspired by European villages and traditional Main Streets, places where amenities are a walkable distance from home, and was designed so that living, shopping, exercising, hanging out can all happen in the same place.
“With the Escape from Boringville campaign, we wanted to demonstrate that buying a home is not just a choice about where to live, but also how to live,” says Rob Schelycher, Creative Director, Spring. “The mannequins are simply a metaphor for the desire to escape suburban sameness and find something better.”
A video and photos of the making of the Escape from Boringville mannequin installation can be viewed on the Morgan Crossing website: http://www.morgancrossing.ca/gallery/art_installation/
Media strategy and buying for the campaign is handled by Barlow Media, and PR is handled by Elettra Communications.
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