The Grid: Chalk Art Project

Torontonians awoke Thursday morning to a more connected city courtesy of The Grid, Toronto's new weekly city magazine, and Rethink Canada. Late Wednesday night, dozens of artists descended on Toronto's streets to create a colossal cross-city art piece. The designs are created with non-permanent environmentally friendly chalk and depict The Grid's visceral connection to the urban landscape and its populace. The effort is part of Rethink Canada's launch campaign for The Grid, which also includes print, digital, out of home, and social media. Chalk art in over 20 urban locations literally connects The Grid's street boxes to each other and the surrounding environment and merchants. Tips and twitter hashtags encourage social engagement. Print and online executions also invite audience participation by offering up hot button conversation starters in the form of twitter topics. A full-page print ad in the Toronto Star features the headline, "#WestEndWins. #EastEndWins. Discuss."