![Man takes a photo of the #WheresGeorgieTO activation in Toronto.](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/2586074c-46c8-4c98-9a52-7b2555463fad_rw_1920.jpg?h=03bdfa48ceeda5f8840408c39a6f0e0d)
The Brief
For the upcoming release of the highly-anticipated IT movie on September 8, Warner Bros. Canada wanted an activation that had impact; something that would be talked about and had a strong viral pick-up on social channels.
![Commuters pass by the #WheresGeorgieTO activation in Toronto.](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/9f32e8c4-360b-42cb-893f-540a3c575b6a_rw_1920.jpg?h=cb210905f96e3df09dc3f43e52148efa)
Commuters pass by the #WheresGeorgieTO activation in Toronto.
The Solution
YBIMC, in partnership with Warner Bros. Canada and Rooftop Agency, created a street and social activation that was trending #2 on Twitter and was picked up by major media outlets across Canada. 40 Georgie mannequins were dropped around downtown Toronto to create a buzz and give people a little scare on their way to work in the morning. You’ll float too!
Gallery
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/56d912b4-2bfd-45b1-ae86-66e2f75fa21e_rw_1920.jpg?h=3c77c5dbefd20d0ea344efb85bd4b82b)
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/6f84717c-2a69-4e3d-8b54-0455183e6e19_rw_1920.jpg?h=205531a36c0d055f03795779b9d61d17)
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/ac116bf6-2cfc-416c-8251-5217be26b45a_rw_1920.jpg?h=646d8c47c8733a4a35994ff4449fc664)
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/3d626ed9-d102-4a9d-8771-6d74fa7baeec_rw_1920.jpg?h=20cc33bbc24146aa56d8227ac51c0307)
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/20e61635-b239-43d3-8fd2-c4165784862e_rw_1920.jpg?h=8c8c614fb7cbc5e43c8b3e13e5b05d92)
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/e08d1713-5913-4e63-828c-0b961f5b00f8_rw_1920.jpg?h=0ca9568bc9c9a594a25c3b5c32acd364)
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/efd50b05-55d6-4db8-9513-93508707502e_rw_1920.jpg?h=e623fca9c5e489ffbf0ed924f689ecc4)
![](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/63d3ec39-44b2-4cea-926f-1b963365a041_rw_1920.jpg?h=c5fb4d62f104dbe5d5b2a49dd0fde24f)
Coverage Highlights
![Mysterious mannequins holding balloons appear in Toronto](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/e1c662ab-b92f-49cc-9f74-b9923789d612_rw_1200.png?h=b6f562c5530656aaec226afdb9862a12)
Mysterious mannequins holding balloons appear in Toronto
![Terrifying mannequins spotted in downtown Toronto](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/2d584025-8be9-4c67-a7ba-e9d8a5c30821_rw_1200.png?h=777380655ed053563e8990d4de070eee)
Terrifying mannequins spotted in downtown Toronto
![Spotted! Warner Bros. Canada creeps out commuters](https://cdn.myportfolio.com/a11ba695-30a0-4838-8a7a-7c2a426ef3ad/097c748f-3e50-44a8-93d1-c9e763c8d8d0_rw_1200.png?h=4659545c631eb79c98166f98ffb8fcaa)