Making the world’s most original music venue
Kraft’s MiO means Make it Original. And when Kraft tasked Edelman and partners with making the world’s most original music venue at Toronto’s North-by-Northeast (NXNE) music festival, we developed The MiO Squirtcar.
Rolling through downtown Toronto, this pumped-up TTC streetcar boasted vanguard acts including Reggie Watts, Wintersleep, and Macauley Culkin’s The Pizza Underground. Heads turned and mouths gaped as the moving concert throbbed along Queen St., and inside, the crowds bounced and cheered as they enjoyed the water enhancer for the first time.
As Creative Director, my role was to lead the development of the exterior and interior experience. The team was inspired by elements of live music venues and the MiO brand. The results? On the exterior, a graffiti theme applied to a white-brick as for the street car wrap — the graffiti erupting from a MiO bottle and swirling across the sides of the vehicle-building and forming into hundreds of characters, shapes, instruments, and pop-culture iconography. And to complete the story of this brand-new-venue-you’ve-always-loved, the wrap was adorned with awnings and electric boxed, neon signs, and wire grates. Inside, the theme continued, with individualized concert posters for each scheduled Squirtcar band an intricate mock-tile floor encouraging concert-goers to “Make it Original.”
WHAT IS THAT THING?
The fans described it best