Espace M Deploys Earth Day’s IMAGINAIR Campaign

Espace M is orchestrating the pan-Canadian deployment of IMAGINAIR, a fake e-commerce platform designed for Earth Day Canada. The agency developed a two-phase media strategy to amplify this national campaign denouncing overconsumption.

The media distribution mandate entrusted to Espace M was part of a strategy aimed at short-circuiting the public’s purchasing reflex. The team planned a media offensive structured first around a teasing phase mimicking fashion industry launches, followed by the April 22 reveal. The media plan integrates strategic placements across television, digital out-of-home, and social networks.

Espace M selected these media spaces to capture attention in everyday consumer environments, thereby supporting the fake brand concept imagined by the Hula Hoop agency. In addition, the media strategy relies on the integration of content creators, ensuring optimal reach among key audiences to make the message credible before the final reveal.