MEC Holiday Campaign 2014
Santa works out once a year, drives everywhere, and has a diet rich in chocolate chips and homogenized dairy so, when it comes to gift ideas for individuals who enjoy active, healthy lifestyles, how could he possibly relate?
Enter Nick. His manly ruggedness, passion for the outdoors and in-depth knowledge of adventure equipment make him the perfect MEC representative for the season of giving.
Nick’s Picks are advertised in store, and a social media contest invites consumers to go to a MEC store, take a selfie with an item they want for the holidays and share it on social media with the hashtag #NicksPicksMEC. Once a week, one winner will receive the item they’ve posted.
A social media component lets people ask for gift suggestions with the hashtag #AskNickMEC. MEC is responding to each request and is also providing video responses from MEC experts to a select few each week.
The campaign also includes digital billboard advertising in Toronto, Calgary and Vancouver. The billboards change with the weather, so if it’s snowing in Vancouver, the ads show Nick holding skis or snowshoes.
Developed with Agency partner Wasserman+Partners.