Hudson’s Bay Centre is a downtown shopping concourse located at Toronto’s busiest subway stop. Shoppers always seem to be in a hurry, running errands, grabbing a coffee or a quick lunch before heading back to the office.

Bringing the Outdoors In

circus’ insight-based approach was to create a more relaxing and visually appealing environment so that HBC’s busy downtown office workers would elect to stay indoors and shop. The strategy was to bring the beauty of nature inside and provide a more natural, stress-free environment for the HBC commuters and customers.

The Campaign

Hudson’s Bay Centre’s campaign “Just Breathe” was created to address the reality that living and working in Toronto’s busy downtown core can take its toll. It captivated downtown workers by providing a more relaxing and visually appealing environment to encourage them to stay indoors and shop.

This curated look, on Instagram, Facebook and Twitter, features Healthy Living, Stress-Free Tips and Tricks from selected retailers. Imagery used in the concourse featured seasonal botanicals, which could be leveraged on social and digital media to increase Hudson’s Bay Centre’s (HBC’s) reach and engagement.

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