MEC

Nick

Goodbye Santa, hello Nick. An earthy ruggedness, passion for the outdoors, and in-depth knowledge of adventure equipment make him the best MEC representative for the season of giving.

Brief: Get holiday shoppers into MEC.
Insight: Santa works out once a year, drives everywhere, and has a diet rich in chocolate chips and homogenized dairy. So, when it comes to gift ideas for individuals who enjoy active, healthy lifestyles, how could he possibly relate?
Agency: Wasserman
Client: Mountain Equipment Company
Project: Christmas Campaign
Art Director: Winston Hartle
Writer: Ryan McGrew
Photographer: Clinton Hussey
Director: Winston Hartle/Ryan McGrew
Filmographer: Matt Dennison

In-Store

Nick, MEC's inconspicuous equivalent to Santa, was seen enjoying a variety of seasonal, outdoor activities paired with lines that differentiate him from his counterpart.

#NicksPicks

Select items throughout the store were marked as 'Nick's Picks' and were available to be won by those willing to share product-filled selfies on their social media platforms.

Online

The MEC.ca web experience included expert advice from the head of the MEC envoys: Nick himself.

Video

Shot between location changes on the day of the photoshoot for next to nothing, we squeezed some extra content out of our hero for online pre-roll.

Outdoor

Weather dependant billboards reminded holiday shoppers that MEC was the go-to for outdoor gifts that could be enjoyed in the sun, rain, or snow, while transit riders were treated to some executions of their own.

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