The document outlines two creative ideas to cultivate the next generation of Cirque du Soleil lovers. Idea 1 is a campaign called "I Am Cirque" using posters, activations, and sharable content to involve people as active participants. Idea 2 is "Cirque City", bringing Cirque experiences to urban centers through pop-up events, wild postings, and influencers to engage people in a festival atmosphere. Both ideas aim to appeal to the "feel it to believe it" generation through community experiences that get people involved rather than passive consumption.

1. Sonja, Dale, Kapil, Maddie, Ela, Maxwell

2. TableofContents
1. Task/Approach
2. RoutetoStrategy
3. Strategy
4. CreativeIdea1
5. CreativeIdea2

3. Thetask
Cultivatethenextgeneration
ofCirqueduSoleillovers

4. Weputoureartothegroundwithasurvey

5. THOSEWHOKNOWIT,LOVEIT
BRANDTRUTH

6. THEIMPORTANCEOFCOMMUNITYANDCONNECTION
CATEGORYTRUTH

7. CommunityandConnection: Music

8. CommunityandConnection: Sports

9. Ifyouhad$100tospendtodo
anactivitywithafriend
whatwouldyoudo?

10. LiveSports Dinner Concerts/Festivals Camping/Outdoors
THERESPONSE

11. ActiveParticipants,notpassivebystanders
AUDIENCE

12. ‘Feelittobelieveit’generation
CULTURE

13. Category
‘Feelittobelieveit’
generation
CultureAudience
activeparticipants,
notpassivebystanders
Importanceofcommunity
andconnection
Brand
Thosewhoknow
Cirque,loveit.

14. BringCirquetoyounger
audiencesthrough
communityexperiences
thatgettheminvolved
asactiveparticipants.
Strategy

15. Idea1: IamCirque

19. Posters/teasers
Activation Sharablecontent
Idea1:CampaignJourney

20. Idea2: CirqueCity

28. WildPostings
EventExperience
pop-ups/activationsinurbancentres
Sharablecontent
Influencers
Idea2:CampaignJourney

29. AVRexperience.
CirqueCityIamCirque
Afestival.
Idea1 Idea2

30. ThankYou