The Bay "Boom!"

The Bay challenges women to embrace fashion freedom for latest campaign called “Boom!” Boom! Is the latest campaign the Bay is launching to celebrate the fall season. The campaign which launched today with “fashion freedom protests” outside key Bay retail locations, is one inspired by the baby boom generation. Boomers are brand- savvy and discriminating, preferring the best in fashion, décor and electronics – all of which the Bay offers. It’s all about reconnecting with a core target audience. Boom! nods to her ‘60’s and ‘70’s history of rebellion and protest, but this time, it’s about freedom of expression, and basically, wearing what feels good now. It’s about feeling good in your own skin and wearing clothing that makes you feel and look fabulous.”

Agency: John st, Canada.