COTY
CLIENT
Experiential, Activation Design, Pop-up
SERVICES
A curated wilderness, where shoppers momentarily escape, and indulge in fragrance.
Marc Jacobs Daisy Wild Pop-up
A pop-up nestled within a miniaturized national park, transported into a shopping mall below a glass ceiling with sunlight filtering through.
CRUEL partnered with COTY and Marc Jacobs fragrances to bring the Daisy Wild launch to in-real-life, celebrating the distinct bottle and fragrance with a unique pop-up experience within CF Toronto Eaton Centre.
From March 22-24, 2024 shoppers were encouraged to curiously explore the different areas of the activation, while Brand Ambassadors led them through a journey, including a Snapchat mirror and photo opportunity.
The activation aimed to expand the experience of the digital campaign and TV spot, by creating a new IRL setting within the Daisy Wild universe where consumers could trial the product. Realism via art direction created a strong undercurrent to weave visual and brand communication pillars. Appreciation of nature and focus on sustainability is emphasized by Daisy Wild’s unique stem and refillable bottle.
CREDITS
Executive Producer: CRUEL
Art Direction: Zach Novtall
Production/Fabrication: Ground Up Services
Motion and Stills: Para Siempre
CRUEL is a marketing agency located in Toronto’s garment district, we explore contemporary themes across commerce and culture, unroot deeper strategic narratives, and foster stronger connections through direct marketing, experience design, and integrated creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results. CRUEL makes digital interactions feel more human and real-world experiences more personal.
Direct Marketing
Product Sampling
Logistics Management
Staff Recruitment and Training
Community Management
Strategy and Channel Planning
Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Sponsor Activations
Valuation and Measurement
Experience
Experience Design
Activation Development
Installations and Pop-Ups
Event Production
Retail Environments
Property Representation
Technology Integrations
Creative
Research and Insights
Brand Stewardship
Content Production
Commercial Photography
Motion Design
Brand Identity
Art Direction
Illustration
Graphic Design