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john st. Reimagines Back-To-School for Future Shop

john st. takes a different approach to back-to-school for Future Shop, reminding students, “You’re not shopping for back-to-school, you’re shopping for your future.”

The broadcast and online pre-roll campaign features students depicted in their future careers as an astronaut, marine biologist and robotics engineer, decked out in the latest tech from Future Shop. john st.’s campaign also includes “out-of-home transit shelters, digital interactive video, rich online display and Future Shop in-store signage.” The agency also tapped professional futurist Trevor Haldenby, “to help provide a glimpse for students into the potential future and careers they will eventually step into.”

“We like how simply this idea re-frames the ‘Back-to-School’ time in a way that is really relevant and ownable to Future Shop,” explains john st. Executive Creative Director Angus Tucker. “The truth is that a lot of the tech they sell can have a dramatic impact on a  kid’s education and future, and ‘Future Shopping’ is a fun way to bring that out.” Stick around for credits after the jump.

Credits:

Client: Future Shop

Title: Future Shopping

Agency: john st.

Executive Creative Directors: Stephen Jurisic, Angus Tucker

Art Director: Emma Wathan

Copywriter: Martin Stinnissen

Lead Agency Producer: Cas Binnington

Agency Producer: Jen Shapiro

Associate Creative Director, Design: Tony Ponzo

Designer: Jonathan Mutch

Account Service: Ian Brooks, Jared Applebaum, Lauren Aitchison, Caitlin Elliot

Brand Experience/Planning: Adam Ferraro

Production Company: Soft Citizen

Director: Aircastle

Editing: Relish Editing

Post Production: 567

Music & Audio Production: Pirate Toronto

Voiceover and Product-Related Post Production: Bear Studios

French Voiceover Production: Audio Z

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