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Background

Newcomer to Toronto meets veteran scenester worse for wear

In 2017 Nuit Blanche will celebrate its 12th anniversary. 

Uniqlo's inaugural sponsorship of this iconic event will allow the Japanese brand to connect with the city on a cultural level. The first few iterations of Nuit Blanche had overwhelmingly positive reviews but year-over-year, reports of disappointment surrounding the event grow. We need to bring the sparkle back.


Audience

It's not where you are, it's who you're with

To understand the motivations and interests of attendees, we conducted street interviews at Nuit Blanche 2016.

Art

Exploration

Social

ART LOVERS

Drunken party

Disorganization

Party

Exploration

Social

REVELERS

"Is this art"?

Despite most art lovers surveyed reporting disappointment, they keep coming back each year.

Why? Nuit Blanche is a massive and versatile event that can’t be missed; a set piece in the life of the city.

The party has become the main draw, and the art has become the wallpaper.

Seasoned globetrotters will tell you beautiful sights are a dime a dozen, but people are the real soul of a place.

What differentiates Nuit Blanche in Toronto from all the others in the world is our unique and diverse community.

Insight

Involve me and I understand

Not only is participation key to learning, but people tend to develop a positive bias when personally invested.

Uniqlo's Role

The (un)common thread that connects us all

Uniqlo's design ethos is to make clothes that become the building blocks of your own style.

Their understanding of how people dress themselves celebrates the consumer's individuality and self-expression.

Strategy

Self-expression

Community

You are Nuit Blanche

Participation

Nuit Blanche is the exhibit. The city is the installation. Be a part of the set piece.

Whether art lover or reveler, it's a night where everyone has their phones out and cameras on.

We'll ask them to participate in the art in a way they can relate to by creating real-time projections of their photos and tweets mixed with professional art. Those who attend with primarily for the social aspect will be more engaged with the art, re-aligning the chatter around Nuit Blanche towards its original focus.

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The rules are: there are no rules.