How a Gingerbread House Can Create Change

FUSE Create made a point about housing costs in Toronto

How can a gingerbread house create change?

In the case of FUSE Create, the agency went far beyond the expected during the holiday season to make a point about the housing crisis in their hometown of Toronto.

This culturally relevant campaign dug deep with a local pastry shop for Toronto’s largest nonprofit housing agency—complete with a 1:1 scale gingerbread house depicting the market’s skyrocketing real estate costs.

With an enticing and authentic creative twist, FUSE shot a walkthrough video of the house and built other assets for a legitimate real estate website.

Watch our interview with FUSE’s Steve Miller and Cristina Markham, and check out some of the main takeaways below.

5:54–10:20 The inspiration and authenticity behind the concept
14:53–21:36 The overwhelmingly positive public, industry and client reaction
21:43–23:51 What it means to feel emotionally invested in the work as an indie agency and individual