A Freeman Company

100th Grey Cup Festival

Dubbed by organizers as the “Invitation to our Nation,” the 100th Grey Cup Festival brought a historic milestone for the Canadian Football League to the center of Canada’s largest city - Toronto. Later named "Canadian Sport Event of the Year for 2012" by the Canadian Sport Tourism Alliance (CSTA), the Festival spanned several key downtown locations across 10 city blocks, as well as outlying areas of the city.  BaAM developed, designed, programmed, managed and operated many activations that took place over the nine-day, ten-night festival

Our collaborative planning process allowed us to strategize and develop innovative ways to celebrate and share longstanding traditions while simultaneously creating new properties that attracted new audiences. Toronto’s Yonge-Dundas Square was transformed into the Nissan Family Zone - packed with football interactives, food sampling, and a main stage that hosted musical guests, CFL alumni, and events like the Toronto Argos’ Pep Rally and Bullying Prevention Rally. The mbna Adrenaline Zone was just a few blocks away at Nathan Phillips Square where BaAM transformed Toronto’s best-known outdoor ice skating rink into a lush green football field. This activation also featured the tallest urban zipline in North America and a “Training Camp” obstacle course presented in conjunction with the Armed Forces.  

The pageantry program designed by BaAM was rolled out across all festival locations and provided a cohesive, recognizable look that carried the Festival, CFL and sponsor branding to audiences everywhere in the city.   It was hard to miss the fact that the 100th Grey Cup Festival was in town!  

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