One of A Kind Show Invites You to Shop beyond the Algorithm

Since 1975, the One of A Kind Show has been at the heart of Canada’s craft community as a place for people to connect and push the boundaries of creativity while celebrating diverse artistic expressions and human ingenuity. Domnita Postea, senior director of marketing at One of a Kind said, “In our quest to capture and convey this remarkable spirit, we had the privilege of partnering with The Local Collective. Their dedicated efforts led them to the core of the One Of A Kind brand identity, allowing us to refine and crystallise our brand messages from a strategic perspective. Their creative execution, in particular, struck a harmonious chord by visually and verbally articulating what One Of A Kind represents to our cherished visitors. We are absolutely delighted with the campaign's capacity to ground our brand in the current societal context while simultaneously rekindling One Of A Kind's relevance for both our existing and new audiences.”

“Now, more than ever, with the rise of AI dominating public conversation, there’s a strong counter appetite for things that are distinctly human. Especially at the holidays when people are seeking gifts that feel personal,” said Caitlin Keeley, executive creative director, advertising, The Local Collective.

This year, One of A Kind invites longtime fans and first-timers alike to revel in the experience of the awe-inspiring Winter Show with a bold campaign featuring a graphic series of their iconic thumbprint. One of A Kind describes their icon saying, “The thumbprint is a symbol that clearly represents what we value here at One Of A Kind—that is the beauty of human creativity and the importance of self-expression. This personal touch is what makes coming to One Of A Kind special, and we want to proudly own the thumbprint to tell our story moving forward.”

“The uniqueness of the crafts at One of a Kind are as unique as the thumbprints of the hands that make them, and the people that come to the show to appreciate them,” said Omar Morson, executive director, design, The Local Collective. “There was an opportunity to bring that out in bold, unique, variations of their icon in a palette that stands out just like they do.”

The thumbprint designs combine in the campaign with headlines speaking to the uniquely human experience and craftsmanship that’s especially relevant today, including: “Certified human-made.”; “Gifts made by gifted artists.”, “Go where the algorithm doesn’t.”; “No AI was used in the creation of these vases.” and “Machine Intelligence could never.”

The new bold treatment of the thumbprint designs will also be integrated into the show design this year as a photo-worthy backdrop for the shopping experience at the Winter Show, from November 23 to December 3 at the Enercare Centre, Exhibition Place where there’ll be hundreds of makers to meet and shop with, along with fashion shows and other events. Learn more here.