Working with Cadillac Fairview, the agency created the Magic Gift
Workshop, where mall shoppers could have their presents wrapped by
a the “Tufties,” mythical fuzzy creatures that audiences interacted with
on screens set up at a mall’s core. This past year, the agency took that
idea further, and created a digital playground rolled out in malls across
Canada. Audiences got to meet the Tufties with a short film in theatres
across the country. Once at the mall, they got to play in new interactive
zones, participate in an AR treasure hunt or colour in an AR colouring
book while waiting to sit on Santa’s lap, and of course, get their gifts
wrapped while they waited.