Cannes Lions

Lakeside

LEO BURNETT, Toronto / LAKESIDE MOTEL / 2022

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Overview

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Credits

Overview

Background

The Lakeside Motel is a weekend destination outside Toronto. A getaway spot where busy city folks go to unwind and do nothing. From the original design of the space to the menus to the collateral to the social presence, it was all created with the ‘escape busy life’ mentality in mind.

Idea

People’s lives are full of ‘something’- work, dates, appointments, family, chores. We wanted to own the idea of ‘Nothing’. To celebrate the amazingness of Nothing. ‘Nothing’ is a break from reality and so the design and writing captured that want of simplicity and lack of clutter. ‘Come enjoy nothing’ became the rally cry.

Execution

We wanted to own simplicity and clarity- everything people were craving after a long work week in the city. The design reflects that at all touch points. The design thinking was applied to everything from the physical space to the collateral to the menus to the advertising and more. Most of the materials were on premise while some were used in the actual marketing campaign (newspaper, radio and more).

Outcome

Lakeside made a huge emotional connection with people- giving them that escape they desired. Simply put, they’re sold out for the next two summers with plans to expand the grounds in one year to meet demand.

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Something

LEO BURNETT, Toronto

Something

2021, LAKESIDE MOTEL

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