Project: Reese Light Tunnel for The Toronto Light Festival
Producers: Somewherelse for The Mint Agency (and Reese)
Event Concept: Create an interactive light tunnel in collaboration with Electric Perfume, where attendees could enter the installation, causing the light to react upon their presence creating an endless looping effect.
Objectives: Introduce the new Reese's Pieces Peanut Candy to a diverse consumer base, spread awareness of the new product through an interactive installation at the Toronto Light Festival as well as through sampling and drive social media sharing.
Location: Toronto
Installation Reach: 869, 838
PR & Media Opportunities: The Mint Agency pre-organized and secured interviews for the Somewherelse team with the following outlets: CBC Here and Now (radio), CBC News Toronto (live) and BT (live). Additional interviews facilitated by the Mint Agency: CBC News The National, CP24 and Citytv.
Project Team:
Project Lead: Andrea Delgado
Creative Director: Anna Wiesen
Design Renders: Jesse Cowan
Production Manager: Lisa Quail
Photographer: Anthony Tuccitto
