Two years had passed since the last theatrical release in the Harry Potter series, opening doors to talk to a new audience and reengage its existing fan base.
Warner Bros. Pictures Canada approached us with the mandate to create a buzz at Yonge & Dundas Square to celebrate Harry Potter and get fans excited for the theatrical release. The idea of a fan appreciation inspired event was born and we ran with it. We wanted to set the stage first, so we came up with a 100 foot vinyl sign using the film’s title logo that would be die cut – no small feat – and unveiled to cover the entire Yonge & Dundas Square, a unique install that had never before been done. The wow factor would come in the unveil of the floor signage and kick-off the fan appreciation event to follow which we filled with Wizarding World inspired treats and costumed street team buzzing about with Harry Potter fun facts and on-site contests.
On event day, Harry Potter fans new and old lined the perimeter of Yonge & Dundas square taking photos of the installation and posting to social media sites which really set the stage for the big unveil. After the 8-hour install, the world of Harry Potter was unveiled to thousands of fans, journalists doing live broadcasts and photojournalists on nearby rooftops for an aerial view.
Hard results were marked with the astounding success at the Canadian box office opening weekend.