Manulife 2013 luminato festival

Creation, strategy and production of sponsorship activation.


Every year, the Toronto Luminato Festival celebrates the creativity of Canadian and international artists by offering the public a series of shows, performances and exhibitions in halls and in downtown streets. For several years, Manulife has joined this cultural event by supporting artists and some 500 volunteers who contribute to its success.

As part of the 2013 event, Youville created an artistic booth, strategically placed at the metro exit, to build on the creativity of the public. On the facades of an oversized green cube, which is the Manulife logo, festival-goers were invited to recreate famous Canadian paintings (as part of Manulife’s art collection) using magnetic parts, such a giant puzzle.

Furthermore, to support the volunteer event, Youville also created a rest lounge so that volunteers could make the most of their breaks. A team of support volunteer supports, equipped with bicycles with green-cube-shape trailers, was also introduced to supply volunteers with water bottles and help transport equipment throughout the event.

By applying these concepts with Manulife signatures, volunteers and festival-goers benefited from an enhanced interactive experience and have created a link to Manulife’s volunteer promotion program.