tourism toronto

Celebrating Toronto Pride
July 2012


To create a moving float that would host a wedding ceremony for a New York couple during Toronto’s Pride Parade.


Smak was brought on board by Crispin Porter + Bogusky, Tourism Toronto’s agency of record, to execute a campaign that would bring one lucky couple to Toronto’s Pride Parade to be married in front of thousands of parade spectators. Smak was tasked with creating the mobile wedding experience, including an aisle, alter, seating, wedding signage, décor and a sound system to allow the crowd to hear the ceremony.


The campaign generated an immense amount of earned media - members of media followed and even jumped aboard the float to capture the newlyweds moments after the rings were exchanged.

The campaign was covered by the CBC, the Toronto Star, The Globe and Mail, Reuters, and several bloggers; the event was also ablaze on social media. For footage of the campaign please follow this link: http://bit.ly/Nz9iP7.


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