CHUM
The radio station rebrand that Toronto can't escape
Platform ideation
Copywriting
Art Direction
Launch campaign
CHUM FM was looking to change their status from fading Toronto relic to booming cultural hub. So we gave them a brand platform and launch campaign that allowed them do just that. 'Make Toronto Pop' was an invitation to add some energy and spice to the city, beyond just the pop music they played.
While the platform started off strong, now you can't leave your house without seeing one of the OOH ads. Sorry, Toronto!