JFC created a brand profile for Park Royal, a shopping centre development in West Vancouver which is the
most affluent area in Canada. The concept married the love of the West Coast with the slight sense of glamor people aspire to.
Imagery was shot in the actual area depicting the spectacular beaches, mountains and beauty. It’s why people
live there and they are proud of it – there is nothing like Westcoast Glam. Research showed shoppers do not use the
centre as entertainment, rather they use it do find items to do what they do….for living their lives.



The youth portion of the campaign related to young people also loving the westcoast. And loving
fashion. ‘The way you change everyday’ was a campaign for the back to school season shot on
location in a beautiful local park close to the centre. It depicted a girl being admired by a boy
who loved the way she changed everyday.

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