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Future Shop breaks Future Shopping campaign

Electronics retailer Future Shop has begun a back-to-school season advertising campaign called "Future Shopping." The national campaign, developed by John St. of Toronto, uses as its creative theme that students are shopping for their futures when they shop for school supplies, presenting the technology that can be purchased at Future Shop as preparing consumers for a range of future careers. The television executions depict students emerging from a Future Shop store as an astronaut, a marine biologist and a roboticist.

The campaign also includes transit shelter ads, digital interactive video, online display ads and in-store materials. Social media activities feature professional futurist Trevor Haldenby, addressing potential future careers.

"We like how simply this idea re-frames the back-to-school time in a way that is really relevant and ownable to Future Shop," said Angus Tucker, executive creative director at John St. "The truth is that a lot of the tech they sell can have a dramatic impact on a kid's education and future, and 'Future Shopping' is a fun way to bring that out."

Public relations for the campaign are being conducted by Citizen Relations. Media planning is being managed by Media Experts.

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