Brookfield Properties
Driving Toronto back to work post-pandemic.
THE IDEA
Take Back the Workweek: Turning office days into can't-miss experiences.
We created a campaign built around FOMO and fun. By programming unique, shareable experiences throughout the week, from pop-ups to performances, we helped turn ordinary office days into events.
A
Where the audience is headed
The comforts of home have a cost.
Work-from-home brought convenience, but also isolation. People missed the energy of the office, the buzz of a lunch hour, the social spark of running into someone in the PATH. Our audience didn’t just need a reason to return. They needed a reminder of what they were missing.
B
Where the brand is headed
From empty offices to energized city blocks.
With remote work becoming the norm, Brookfield saw a sharp drop in foot traffic across its downtown PATH properties. Office towers were open, but the people weren’t coming back, and neither were the retail sales. Brookfield needed a campaign that would help bring downtown Toronto back to life.
C
Where the culture is headed
Office life isn’t dead, it’s just being redefined.
Culture isn’t shifting away from downtown, it’s shifting toward connection. Brookfield’s opportunity was to reframe office days as cultural days, filled with food, art, people and spontaneous experiences you simply can’t get at home.
Weekday visits returned downtown and continue to grow.
Retailers across PATH locations saw measurable increases.
Downloads grew significantly, building a direct channel to tenants.