Creativity Is Right Here
SCENARIO: Home to two of the highest-ranked universities in the country, think-tanks such as Perimeter Institute of Theoretical Physics, Centre for International Governance Innovation and the Mike and Ophelia Lazaridis Quantum Nano Centre, global manufacturing & distribution facilities, live theatre, museums, Canada's longest continually operating farmers' market, and a history of industry and working together, Waterloo Region has been known as one of the most diverse hubs in Canada – it was time to celebrate that under a unified credence.
TASK: Create a movement that recognized how ‘Creativity Is Right Here’ in the #CreativeCapitalofCanada.
Agency: Him & Her
Client: Uptown Waterloo BIA/City of Waterloo, Downtown Kitchener BIA/City of Kitchener, Cambridge BIA/City of Cambridge
Industry: Municipal
Personal Responsibilities: Strategy, Partnership Management, Creative Asset Production, Media Planning (OOH), Print Production & Installation, and Public Relations
Partners: HIP Developments, Paul Consulting
Public Relations: Durrell Communications
Creative Director: Erin Martin
Designers: Trevor Martin, Emily Leung, Amy Esplen
APPROACH
RECOGNIZING CREATIVITY
Through collaboration with members of public office and the individual city Business Improvement Areas (BIAs), we set out to acknowledge how creativity thrives within Waterloo Region’s vibrant communities.
This initiative served as a call to action to amplify the voices of local people, companies, and organizations that wished to publicly celebrate what led to the region's success. By proudly shouting this sentiment, the Creative Capital of Canada movement set out to inspire pride, unity, and continued support for a flourishing creative community.
Across 313.77 km2, we planted +350 banners to remind individuals that creativity lives right here… in all of us. With a great mix of illustrations, duotone imagery and bold statements, we made sure that the artwork offered a unified look and weaved in nicely across all the cityscapes.
A community attracts what it celebrates and slowly loses what it doesn’t — so we had to commemorate our creative DNA.
OUTCOME
CHAMPIONING HISTORY
These banners served as a strategic initiative to visually and physically connect with the community – fostering a sense of appreciation and awareness of the region's creative heritage. It was important to keep residents up-to-date with the area's diverse creative legacy, showcasing its impact on various fields and encourage residents to champion the area.
With +25 unique designs, we created symbolic markers, not only complimenting the streetscapes but acting as educational tools, highlighting moments in time and contributions from the area that lived on a global stage. By depicting a series of global inventions, such as IMAX technologies, iconic musicians like Mel Brown, and hubs of creativity like the Perimeter Institute, we paid homage to the influential figures and innovations that emerged from the area; ultimately instilling appreciation for the culture and the region’s identity among locals.
The strategic placement of the banners in city cores and high traffic areas not only beautified the streets but also served as a powerful tool for cultural preservation, education, and community engagement.
PRESS
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‘Creative Capital of Canada’ planting flags across Waterloo region
WATERLOO CHRONICLE
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New banners in Cambridge, Kitchener, Waterloo will honour innovative history
GLOBAL NEWS