Our Purpose: Brix was engaged to help launch Filson, an American Heritage brand into Canada. In addition to its two retail openings in Vancouver’s Gastown and Toronto’s Queen Street West, the brand was looking to engage local and national media and influencers in an activation that would allow them to experience the brand and build anticipation prior to its Canadian store launches.
Our Approach: Playing off Filson’s affinity to the Pacific Northwest lifestyle, Brix conceptualized and executed an experience for 15 select media and influencers to be part of the brand’s entrance into Canada. This commenced with a sneak peek of the Vancouver store prior to opening, in which Alex Carleton, the brand’s creative director, introduced the group to the brand, outfitting them with products for the journey ahead. The group later took a chartered flight and float plane to Nimmo Bay, in the Great Bear Rainforest, where they were met by a wilderness survivalist who taught them how to make fire and forage for dinner. This was followed by a helicopter ride over the pristine region and topped with a waterfall hot tub before a crab feast. A local First Nation’s leader shared stories of the land over a dockside fire before guests journeyed returned to luxury cabins, equipped with Filson’s unfailing goods. A public grand opening for the Vancouver store was held a week later, with a traditional dugout canoe activation, attracting passersby, who enjoyed live music, and drink and eats from local vendors like Forage, Rodney’s Oyster’s Bar, Earnest Ice Cream, and Postmark Brewery.
Our Impact: The activation and supporting outreach resulted in 24 media features including coverage in the Globe and Mail, Toronto Star, Canadian Geographic, Strategy Magazine, the Vancouver Sun, Business in Vancouver, FASHION Magazine, Nuvo, Georgia Straight, Montecristo, DailyHive, VITA, Retail Insider Sharp Magazine, AskMen.com, Global TV, CTV, and Breakfast Television for a total reach of 60M. Social media coverage from influencers resulted in more than 60 organic impressions reaching more than 12M. The Toronto store opening in late July 2017, promises to bring renewed media interest in the brand.