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The first issue was distributed by email on November 3. The Ezine highlights the latest arts and culture events in Toronto currently being executed by Grassroots.

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30 Jul 2009
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What’s New and Cool at Grassroots?

Introducing WINDOW FX, the latest addition to our product line. Through the use of cutting edge technology and innovative thinking, Window FX allows you to turn any piece of empty glass into a fully interactive, multimedia showcase. Holt Renfrew used this technology to solicit votes for their Contemporary Correspondent Search. Grassroots STRUTS through the streets of Toronto. A combination of street teams, a red carpet, photo wall and projections was used to promote Strut Wine’s new line of wines. Ambassadors posing as paparazzi encouraged pedestrians to have their picture taken which was transmitted instantly to large scale projections. Participants were given coupons for a free bottle of wine. youtube Grassroots launches YouTube Channel Catch some of the latest campaign videos on the GrassAds channel at: www.youtube.com/grassads To view the original newsletter, please click here.

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15 Jul 2009
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Holt Renfrew invites passersby to smudge up its windows

Holt Renfrew is leveraging Toronto-based Grassroots Advertising’s Window FX by installing touchscreens at its Toronto Bloor St. location as part of the high-end retailer’s new Contemporary Correspondent Search contest which runs through Aug. 4. The storefront screens invite passersby to vote for one of two fashion blogger finalists, pitted against each other in Toronto, Montreal and Vancouver respectively in a series of challenges, with the winner receiving a $1,000 Holt Renfrew wardrobe, a Sony VAIO notebook PC, and the chance to get a behind the scenes look at regional fashion events and blog about them. Grassroots Advertising’s latest offering features a number of interactivity options through infrared sensors that respond based on the approach of pedestrians, such as motion activation, a touchscreen and SMS interactivity with the window advertising via cell phone texting. (The technology works by placing a special film in the window, the most common being 3M Vikuiti, and projecting onto it with a high resolution projector.) Holt…

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Strut wine
18 Jun 2009
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Strut wines targets LGBT and diva crowds

Strut, a new Niagara Peninsula-based wine, is giving Torontonians the red carpet experience this weekend, paparazzi and all, to raise awareness of its new collection launched this month as “the wine with legs.” A large photo wall branded with Strut logos will be placed in high traffic locations in Toronto (club district, Church Street) while ambassadors posing as paparazzi will encourage pedestrians to have their picture taken. Participants can go…

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17 Jun 2009
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Strut Wines Readies Red Carpet Campaign

Strut Wines will begin a street campaign in Toronto on June 18. During the campaign, a red carpet and a branded wall will be installed in areas of that city with high levels of pedestrian traffic. Passers-by will be invited to walk the red carpet and have their pictures taken by promotional workers dressed as paparazzi. The photographs will then be projected behind the installation. Participants will also receive a coupon for a free bottle of wine. The promotion was developed by Bos and Grassroots Advertising. It will run on Thursday, Friday and Saturday nights until July 11. For more info: Strut Wines – www.strutwines.com Article courtesy of Adnews

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