We Are DTO. – Downtown Oshawa

Creative Brief: We Are DTO.

#WeAreDTO is a concept which aims to reclaim the narrative of what Downtown Oshawa stands for. This human-centered approach aims to inspire support, pride, and empathy, positioning the DTO brand as a leading advocate for local businesses. We believe this campaign has the potential to be a turning point for the City of Oshawa’s downtown business district, contributing to both social and economic vitality.

Downtown Oshawa is built by the people of Oshawa. The people of our downtown bring it to life and deliver a unique sense of community. Our brand campaign captures their spirit and tells their stories in authentic ways; celebrating those who believe in and love downtown. The brand symbol, “DTO”, serves as a canvas for the creative expression of the downtown’s people, places, and experiences. A window to who we are, as told by those who know it best.

Campaign Objectives:

• Humanize Downtown Businesses
  • Showcase the personal stories behind local businesses, shifting the focus from ‘just businesses’ to ‘people who are invested in the community.’
• Strengthen Community Engagement
  • Break down negative stereotypes by connecting with the broader community and fostering a more positive dialogue around Downtown Oshawa.
• Boost Downtown Business Advocacy
  • Create a platform for advocacy and community support, positioning the DTO brand as a proactive and empathetic force behind downtown businesses.

Brand Principles of Downtown Oshawa

Downtown Oshawa has Volume.
There is an undeniable energy to Downtown Oshawa. It is a place of movement, cadence and rhythm, composed by entrepreneurs, restaurateurs, community leaders, artists, residents, students and visitors. It is not the quiet main street of a typical Ontario city, but rather a melting pot of sound. Here, metal clangs, traffic hums, guitars strum, and crowds roar.

Downtown Oshawa is honest.
Downtown Oshawa is self-assured and grounded. It is true to itself and does not oversell or mislead. It takes pride in its uniqueness, celebrates the quirks of its community, and demonstrates confidence by not shying away from some rough edges.

Downtown Oshawa is resilient.
Through good times and bad, Downtown Oshawa has persevered and stood strong. It is not unscarred, but itis resilient. It looks ahead with confidence and determination, always evolving and growing.

Format, Messaging and Tone

Interview-based video series with each piece approximately 1-2 minutes in length.

• We’re looking for brand ambassadors who will serve as voices for the DTO brand.
• The campaign needs to be real. Real people, real places, inclusive and embracing the uniqueness of every individual.
• Ambassadors should feel comfortable and confident in speaking to their stories, who they are and what brought them here.
• We’d like to go beyond the traditional scope of business and understand the personal stories that have led them along their journey.

What is their purpose? Why are they here? What inspires them and motivates them to do what they do?

• Confidence and positivity. We are aware of our past – both the challenges and the successes – but look towards the future with optimism. We remain down to earth and honest, avoiding hyperbole. We speak to our audience as if they are a close friend.

Distribution

DTO Instagram Channel @downtownoshawa and amplified by collaborating stakeholders. Paid amplification to compliment organic reach on Google (YouTube), Meta (IG/Facebook).

DTO Brand Documents

Suppporting Documentation
• DTO Brand Identity Guidelines
• DTO Brand Ambassador Guidelines
• Creative Brief: “We Are DTO” Brand Campaign

Brand Campaign Video Sample: We Are DTO – Music Scene