Simons readies new campaign
By Derek Winkler
Department store chain Simons has begun a campaign to promote the opening of a new location at the CF Toronto Eaton Centre shopping mall. The campaign, called “Dress Yourself,” was developed by Scouts Honour of Toronto. According to the firm, the creative is intended to represent the experience of finding clothing that “truly makes you feel good.” The campaign consists of video, out-of-home and social media advertising.
“‘Dress Yourself’ is about empowerment and self-expression, not an instruction but an invitation,” said Harry Tsantarolakis, vice-president of brand image at Simons. “Through this campaign we’re inviting Canadians to embrace their own identity and choose what makes them feel most themselves, with Simons there to support that journey.”