Best Overall Campaign / Marketing Agency of the Ye Nominee
Maison Wellesley
Community Agency & Graywood
Casper Awards Submission – Best Campaign Project: Maison Wellesley Client: Graywood Developments Agency: Community
Located in one of Toronto's most vibrant and diverse neighbourhoods, Maison Wellesley at 506 Church Street is more than just a residence—it's a cultural landmark. Developed by Graywood Developments, it’s designed to be part of a dynamic and inclusive community. Launched in October 2023, the Maison Wellesley campaign was meticulously crafted to highlight the cultural connection and diversity of this iconic address. It focused on celebrating the neighbourhood's historical significance and creating a welcoming space.
Campaign Key Elements 1. Strategic Presentation Centre Activation: The presentation centre at Church and Dundas was transformed into a vibrant showcase. We utilized impactful displays, including a large sidewalk sign, to drive significant foot traffic and increase visibility. 2. Embracing Diversity: Central to the campaign was our commitment to highlight and honour the LGBTQ+ community. We featured LGBTQ models across all promotional materials, from the project website and brochures to digital and social media ads. This approach resonated deeply with potential residents. 3. Innovative Marketing Assets: A standout feature was the interactive pop-up book, which offered a three-dimensional view of Maison Wellesley’s architecture. This tactile experience allowed prospective buyers to engage with the design in a unique way.
Campaign Results • Demonstrated strong market interest and engagement • Resulted in high registration numbers • Substantial broker participation • Increased visibility through both digital and physical channels
By integrating the cultural fabric of the neighbourhood into our campaign, we created a narrative that appeals to those seeking a home where their identity is celebrated and acknowledged.
