Toronto Pearson – TIFF Popcorn “Stunt”

In order to “surprise and delight” consumers, and promote the “arrival of TIFF at Toronto Pearson International Airport” a strategy was developed to effectively interrupt a common airport activity – picking up your luggage. The element of surprise was key for success to garner true reactions from passengers – rather than invite media to the event, a video was released to them post-event. The execution involved 1,000 custom branded boxes of popcorn loaded onto the baggage carrouselin arrivals. Rather than luggage, the sound of “popping” corn was heard, and the dozens of boxes came pouring down the carousel much to the surprise of the awaiting passengers.

“One of the smartest promos I’ve seen in the 36 years since we started TIFF” – Bill Marshall, Founder, Toronto International Film Festival