Innovation in advertising is nothing new. With the abundance of shipping containers lying around it was apparent that they will be brought into use. This was recently seen during The Toronto International Film Festival (TIFF) which happened from Sep 7 to 17. Out-of-home (OOH) advertising by LOKI Box Design made use of unconventional structures made from shipping containers to promote Bell and L’Oreal at the Toronto International Film Festival (TIFF). The Toronto-based design firm uses recycled materials to create structures that can be reassembled for use at multiple locations.
Basically, the uses of these tactics are a kind of ‘activations’ or simply a way of getting consumer action through brand interaction and experiences at indoor and outdoor events which eventually facilitates the marketing of the brands and products. The L’Oreal structure combined three shipping containers with a glass box, where people could test beauty products at a photo booth. Bell’s comprised four containers and could host up to 150 visitors at a time, with virtual reality (VR) and other technology demonstrations. The innovative idea and the use of a container hereby, suggest the paradigm shift in advertising and marketing.