REAL CANADIAN SUPERSTORE 123 West came to us for a campaign for the Real Canadian SuperStore. The campaign featured people living their daily lives surrounded by over-sized products. When seen from afar, these rooms came together to form the iconic RCSS flyer – used by price-conscious shoppers as a way of saving money. We thought, what is the benefit of saving big? When it’s the big life you can live with those savings. Thus, the idea of Living Large came to be. We wanted to use a wide angle lens for some of the shots to emphasize the bigness of the concept. Things like tall mounds of foam in the bathtub or exaggerated volcano explosions in the kitchen science experiment underlined the idea of Living Large.
