CIBC Luggage Sculpture
To promote the free carts at Toronto Pearson International Airport, we created three 12-foot tall, 2,000 pound luggage cart installations and watched them turn into a social media hit.
In 2014, CIBC launched a major sponsorship with Canada’s largest airport, Toronto Pearson International, with the goal of bringing their signature “modern convenience banking” to travellers. They also wanted to spark a conversation around CIBC Aventura Rewards – a travel program “so easy, even penguins can fly.” To kick things off, CIBC was providing free luggage carts to the estimated 86,000 travellers that pass through YYZ each day – and they wanted to make sure everyone knew about it.
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FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)
To promote the free carts, we created three 12-foot tall, 2,000 pound installations that instantly became the most popular photo-ops at the airport. Next to the sculptures was a sign that read, "Heavy packer? Don't hesitate to grab a free cart courtesy of CIBC". The sculptures were designed in-house by FUSE and crafted to meet the high safety standards required by the airport officials, including special weight balancing measures and the use of fire-retardant materials.
Within 6 months, the sculpture was seen by an estimated 9+ million travellers, leading to hundreds of thousands of social media impressions and a flurry of #PenguinsCanFly conversation. They were used as the backdrop for press appearances featuring local politicians and mayors from surrounding Brampton and Mississauga. Adding to the exposure, travelling celebrities like Karina Smirnoff from Dancing With The Stars and Scott McGillivray from HGTV shared photos of the sculpture with their 736,000 social followers. One photo was even turned into an Internet meme that spread to hundreds of popular sites including 9GAG and The Chive, which generates over 2 million unique views a day.