Conceived by Red Urban Canada and Untitled Films, the campaign features three spots, each with a different anachronistic frontiersperson confusing the Drake General Store for a more traditional general store. Even more confused though are the Drake’s employees, who have to deal with the ridiculous requests – revolver ammunition, for instance – of the time-travelling customers. Filmed at one of the Toronto retailer’s downtown locations, the online films stake the stores' claim as the one-stop shop for cool, design-oriented dry goods. “The modern pioneer is someone who is eager to explore new ideas and interesting styles,” says Christina Yu, Executive Creative Director of Red Urban Canada. “The Drake General Store has all sorts of items perfectly suited for life on the urban frontier.” Opened in 2008, the Drake General Store has expanded to include three Toronto locations: Queen West next to the Drake Hotel, Yonge Street in Rosedale, and Bathurst at King. They offer treasure hunters a unique mix of classic and modern goods, both from local Canadian artists and businesses and from suppliers around the world.
Agency: Red Urban Executive Creative Director: Christina Yu Copywriter: Dave Barber Copywriter: Adriana Leite Art Director: Joel Pylypiw Art Director: Daniel del Toro Agency Producer: Sam Benson Production Company: Untitled Films Director: Curtis Wehrfritz DOP: Doug Koch Executive Producer: James Davis Line Producer: Tom Evelyn Editorial Company: Rooster Post Production Editors: Chris Parkins, Izzy Ehlrich Music Company: RMW Music Music Director: Ted Rosnick