Canadian department store chain The Bay and Toronto agency John St. take on the fall fashion season with a multimedia campaign portentously called "Boom!"Â The boom in question, however, is mainly about the baby boom, nostalgically filtered through the haze of the counterculture of the '60s and '70s. There are "fashion freedom protests" outside select Bay stores, featuring model protestersâ€”i.e., protesters who are modelsâ€”as well as a really practical bra-burning promotion: "Burn your bra so you can buy a new one."
The campaign includes a "Boom!" CD, transit handouts (a "Boom!" tote bag), in-store placards and a "Boomstock" in-store gala, interactive store windows, TV, radio and a national contest with a "Boom!"-inspired car as the prize. The point, says John St. writer Jennifer Rossini, is to empower women by promoting the aforementioned "fashion freedom," which allows them to "express themselves in whatever way they chooseâ€”it's perfect for The Bay, where fashion choices for women of any age are virtually unlimited."