“Maybe it’s a crazy dream,” [Jennifer] Whalen says, “but Canadians are so known for comedy, wouldn’t it be amazing if we could actually keep that industry here and export it?”
– “Why the women of Baroness Von Sketch Show are Canada’s new comedy royalty”, by Samantha Edwards, NOW Toronto.
What if we could make that crazy dream even bigger?
What if we could take Baroness von Sketch Show from Canadian Original to the next big Comedy Innovation, a celebrated beacon of hilarity in the North American zeitgeist?
For Casa Loma’s Halloween event–Captain Morgan presents Legends of Horror featuring The Vampire Circus–I used my Pixel 2 XL phone and my Instagram profile to create and publish the following 30-second, promotional video, “I Have Friends”:
“The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK, Shanghai, China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world’s leading manufacturers of play materials.” – About The LEGO Group, LEGO.com
Segmentation of the LEGO® market was based on primary and secondary research of experiences offered by The LEGO Group–including visits to both Legoland® California and The LEGO Store at the Fairview Mall in Toronto, as well as the LEGO® aisles of multiple Walmarts in the Greater Toronto Area.
The five segments are…
According to the About Us page of the Casa Loma website, “Casa Loma is one of Toronto’s top tourist attractions and hospitality venues… A perfect backdrop for special occasions, Casa Loma also plays host to over 250 private events annually.” (http://casaloma.ca/about_attraction.html)
As “Toronto’s Majestic Castle”, Casa Loma promotes their event space as an award-winning venue that “provides the perfect setting for an evening you will never forget.” (http://casaloma.ca/venuerentals_weddings.html) The Casa Loma profiles on Facebook, Instagram, and Twitter include regular photos of their events—including weddings—which creates awareness of Casa Loma as a location available for fairytale celebrations at a Canadian castle.
My concept for the brand builds on this awareness of Casa Loma as a wedding location, sparks interest from existing fans and followers on Casa Loma’s social media profiles, and incites action from wedding planners to investigate Casa Loma as a possible venue for their event.
The three images chosen below–which work in sequence to tell a story–were created using photos taken by me, Mahlena, on the grounds of Casa Loma with my Pixel 2 XL phone, the natural lighting of the overcast, rainy day, and no filters.
I staged the first photo in the front gardens at Casa Loma, using the hands of my #SenecaSoMe classmates Devangi Patoliya and Amandeep Sadyora in front of the white flower bush. The photo was composed using symmetry and the rule of thirds, leading the viewer to focus on the linked hands while also noticing the white flowers in the background, fitting with a wedding theme.
For the second photo, I found an abandoned broom in Casa Loma’s Coach parking area and positioned it on a ledge in front of a purple flower bush. I filled the bottom of the frame with the broom fibers which lead diagonally from right to left in the photo.
The third photo was taken by sticking my hands through the locked gate leading to the Secret Garden at Casa Loma. I composed the photo by allowing the brick path to lead from the bottom left to the top right of the frame, where the white event tent is located.
I used the tools on Canva.com to add the wording at the top of the photos and to place the Casa Loma transparent logo at the bottom right.
In the images, a couple wonders if they are ready to jump into marriage. Casa Loma will provide the broom for their wedding, along with the other necessary accoutrements. The path to the Secret Garden implies that Casa Loma can help the couple start their lives together.
Instead of simply viewing Casa Loma as a final destination for a couple’s wedding ceremony and reception, the images suggest that Casa Loma will function as their partner throughout their journey to the big day. Professional wedding planners would perceive Casa Loma as a one stop shop and present the venue to their clients as a complete package to serve the couple’s needs for their entire marriage celebration.
Additionally, the concept would allow Casa Loma to upsell venue rental opportunities to the couple, both before and after the wedding. Future social media images would include the following photos taken at Casa Loma:
– A couple’s Proposal in front of the castle, buoyed by a dancing flash mob
– A Bachelor and/or Bachelorette party centered on the King of the Bootleggers game in the Casa Loma Escape Series
– A family Engagement party at the BlueBlood Steakhouse
– The couple’s Wedding ceremony in the Conservatory
– The couple’s Wedding reception in the Library
– And eventually, the Baby shower in Lady Mary’s Suite!
Therefore, this is an orange.
Furthermore, orange is a color and a fruit. One thing is two things.
Additionally, oranges grow on orange trees.
Also, they make juice.
“The Parable of the Oranges”, by Amy Rees Anderson, Forbes.
There was a young man who had ambitions to work for a company because it paid very well and was very prestigious. He prepared his résumé and had several interviews. Eventually, he was given an entry-level position. Then he turned his ambition to his next goal—a supervisor position that would afford him even greater prestige and more pay. So he completed the tasks he was given. He came in early some mornings and stayed late so the boss would see him putting in long hours.
After five years a supervisor position became available. But, to the young man’s great dismay, another employee, who had only worked for the company for six months, was given the promotion. The young man was very angry, and he went to his boss and demanded an explanation.
The wise boss said, “Before I answer your questions, would you do a favor for me?”
“Yes, sure,” said the employee.
“Would you go to the store and buy some oranges? My wife needs them.”
The young man agreed and went to the store. When he returned, the boss asked, “What kind of oranges did you buy?”
“I don’t know,” the young man answered. “You just said to buy oranges, and these are oranges. Here they are.”
“How much did they cost?” the boss asked.
“Well, I’m not sure,” was the reply. “You gave me $30. Here is your receipt, and here is your change.”
“Thank you,” said the boss. “Now, please have a seat and pay careful attention.”
Then the boss called in the employee who had received the promotion and asked him to do the same job. He readily agreed and went to the store.
When he returned, the boss asked, “What kind of oranges did you buy?”
“Well,” he replied, “the store had many varieties—there were navel oranges, Valencia oranges, blood oranges, tangerines, and many others, and I didn’t know which kind to buy. But I remembered you said your wife needed the oranges, so I called her. She said she was having a party and that she was going to make orange juice. So I asked the grocer which of all these oranges would make the best orange juice. He said the Valencia orange was full of very sweet juice, so that’s what I bought. I dropped them by your home on my way back to the office. Your wife was very pleased.”
“How much did they cost?” the boss asked.
“Well, that was another problem. I didn’t know how many to buy, so I once again called your wife and asked her how many guests she was expecting. She said 20. I asked the grocer how many oranges would be needed to make juice for 20 people, and it was a lot. So, I asked the grocer if he could give me a quantity discount, and he did! These oranges normally cost 75 cents each, but I paid only 50 cents. Here is your change and the receipt.”
The boss smiled and said, “Thank you; you may go.”
He looked over at the young man who had been watching. The young man stood up, slumped his shoulders and said, “I see what you mean,” as he walked dejectedly out of the office.
What was the difference between these two young men? They were both asked to buy oranges, and they did. You might say that one went the extra mile, or one was more efficient, or one paid more attention to detail. But the most important difference had to do with real intent rather than just going through the motions. The first young man was motivated by money, position, and prestige. The second young man was driven by an intense desire to please his employer and an inner commitment to be the best employee he could possibly be—and the outcome was obvious. (Excerpt from: “Living with a Purpose: The Importance of ‘Real Intent.’”, Randall L. Ridd)
Urban Dictionary: https://www.urbandictionary.com/define.php?term=orange
Tangerine: Personal Banking: https://www.tangerine.ca/en/index.html