FUSE unveils campaign for Toronto Tool Library
Tongue-in-cheek campaign gets handy with community tool-sharing based service
Toronto, ON. FUSE Marketing Group is pleased to unveil a new campaign for client, Toronto Tool Library launching today. The campaign is the first large scale project of the Institute for a Resource-Based Economy (IRBE), a Canadian non-profit organization based in Toronto, and aims to bring awareness to a tool-sharing service called Toronto Tool Library. It consists of three video ads that will be distributed via social media (Instagram, Facebook and YouTube) and three print ads that will run in Toronto as wild postings and community posters.
The three executions portray real-life daily situations in the home; in the kitchen, entitled “Torch”, in the bath, entitled “Pressure” and outdoors at a birthday party, entitled “Nailgun.” Each depicts a humorous, tongue in cheek situation involving a tool and plays on the preposterousness of the tool’s availability for the situation. The solution is, of course, the Tool Library, and their sharing concept. The FUSE campaign team -- under Patrick Weir’s creative direction -- included Dima Zelikman, associate creative director, Dave Krovblit, photographer and director, Bary Chong, director of photography, Justin MacRae, producer and Katie Jurbala, designer.
“The sharing community continues to grow in Toronto and around the world,” explained Patrick Weir, SVP, Creative & Innovation, FUSE Marketing Group Inc. “We partnered with Tool Library, one of the innovators in the city, because we believe in the concept and wanted to put out a social and print campaign that would stand out while showcasing their great offering. It’s been a fun project,” he added.
“The creative is both breakthrough and captures people’s attention, which is what we wanted in order to tell the story of the sharing community concept,” said Ryan Dyment, executive director, Institute for a Resource-Based Economy. “As a small non-profit organization, we could not possibly afford to do this kind of campaign ourselves so it was great to partner with the open-minded and creative team at FUSE. Punchy and laughable, the campaign hits the right tone with our target audience and we look forward to bringing in new members who are looking to share tools rather than own them.”
About The Toronto Tool Library
The Toronto Tool lending library is the same as a book library – but for tools. It’s that simple. The Toronto Tool Library has 4 locations in the city and loans more than 5,000 hand, power and gardening tools. Rather than buying, storing and ultimately disposing of tools one’s self, the Tool Library enables Torontonians to access rather than own, saving money and storage space in the process. Tools can be borrowed for up to a week and memberships start at just $50/year. What will you do with borrowed tools? #AlmostAnythingTO
About FUSE Marketing Group
FUSE Marketing Group (www.fusemg.com) is an independent agency of marketers and makers, fusing brands to their audiences through connected experiences. Passionate about delivering strategic, innovative and effective marketing solutions, FUSE leverages data and insights to drive its strategies and creative, always with the goal to deliver impact. It tells stories in all channels with an endless love of technology and innovation. With a proven track record as a valued partner to a roster of leading Canadian clients, FUSE works in a climate of true collaboration and creativity to drive sales, build brands and grow businesses. To learn more visit www.fusemg.com, www.facebook.com/FUSEmg and on Twitter @fusemg.