2019 Winner

Consonant Skincare

Reskinning Queen Street West

Zulu Alpha Kilo

SilverPath to purchase/out-of-store

SilverSmall budget, big impact

BronzeOriginal idea

Consonant was moving into a new retail location on Toronto’s Queen Street. To launch and drive traffic, Zulu Alpha Kilo created ambient posters applied to walls, sidewalks and lamp posts on the street, each with exposed textures – including concrete, brick, plywood and stone. The poster caption read, “If your skin feels like this, visit us on June 30th.” By highlighting natural elements, the brand could speak to the skincare needs its products address. As a result, it saw higher sales than two previous store openings, and took home three SIA awards: a Silver Path to Purchase/Out-of-Store, Silver Small Budget, Big Impact and Bronze Original Idea.

Credits
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Gary Watson
Design Director: Ryan Booth
Art Director: Kevin Sato, Kyle Winsor, Manali Kulkarni
Writer: Monika Leck, Ian Dunlop, Dylan Verwey
Designer: Jack Curtis
Account Team: Lisa Sousa, Nadine Arsenault, Skye Gandy
Clients: William Baker, Kristina Breckon, Jynessa Marczuk
Studio Artist: Ashleigh O’Brien, Greg Heptinstall
Agency Print Producer: Teresa Bayley
Video Production: Kevin Corvetti & Molly Calkins
PR Company: Rock-it Promotions
PR Team: Kelly MacDonald, Myriam Tardif
Photographer: Shereen Mroueh
Print Production (Company): Seamliss Graphics & Marketing
Print Production: Steve Cowan