MANULIFE – DUNDAS SQUARE EVENT TENT

When Manulife planned a high-profile event in Dundas Square, they wanted a bold and thought-provoking statement to capture public attention. We were contacted by a communications and public relations agency to execute a large-scale, hand-painted mural on a temporary event tent. The phrase, “What do you live for?”, was designed to spark reflection and conversation, reinforcing Manulife’s campaign message while standing out in one of Toronto’s busiest intersections.

Challenges & Execution

Painting on a tent posed unique technical challenges. Unlike a solid wall, the flexible fabric required a careful approach to prevent paint bleeding or distortion. Every brushstroke had to be steady and precise, ensuring the letters remained crisp despite the shifting surface.

Another challenge was the limited workspace. The tent was positioned just feet away from Yonge Street, making traditional projection methods difficult. To overcome this, we used a short-throw projector, which allowed us to accurately lay out the lettering at close range. Since the area was in constant public use, a team member was assigned to monitor the projection, ensuring that no movement or shifting altered the layout.

Tight Deadline – Overnight Execution

This was a rush job, with an overnight turnaround required before the event’s morning launch. Time was critical, so our team worked efficiently through the night, first outlining each letter with precision and then hand-painting the fills for a smooth, polished finish. The challenge was to balance speed with accuracy, ensuring that the final result reflected the professionalism of the brand.

Despite the urgency, we executed the mural with flawless precision, meeting the tight deadline while maintaining the quality expected for a high-visibility corporate event.

Impact & Final Result

By morning, the striking white lettering against the deep green backdrop transformed the tent into a powerful visual statement. The bold typography and engaging question invited thousands of passersby to stop, think, and engage with the brand.

In the bustling energy of Dundas Square, where distractions are everywhere, this mural stood out—sparking curiosity and conversation, exactly as intended.

This project was a great example of how fast, strategic execution combined with artistic precision can create a memorable brand experience in a public space.