Bringing Bell Canada's Smart Device Adoption Drive to life

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To promote Bell Pure Fibre Internet, Bell Canada launched the Smart Device Adoption Drive, a playful retail campaign that reimagined smart devices as pets waiting to be adopted. The message was simple: every device deserves great Internet. Customers who signed up for Bell Pure Fibre Internet had a chance to win a smart device. Resource Integrated Ltd. partnered with Bell Canada to turn the concept into fully built, bilingual window displays, taking the campaign from creative concept to installation in multiple Canadian locations in just six weeks.

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Each window was designed as a pet adoption centre, with smart devices “looking for their forever homes.” The cat tree and shelving were painted and vinyl-wrapped. A doghouse was printed, mounted and wrapped, complete with a shingled blue roof. A custom-fabricated terrarium with integrated lighting gave one device a habitat of its own. Every prop was built to read clearly through the glass and hold up for the life of the campaign.

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To make the windows feel like a natural part of each store, printed wood-grain finishes were matched to Bell’s existing store interiors, down to the dog prop. Vinyl graphics were produced for the back walls and floors, and overhead campaign signage was produced and suspended to frame each display. That signage carried messages like “Every device deserves great Internet” and “All devices come spayed, neutered & fully updated.”

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The centrepiece was an operational Roomba tug-of-war: two robot vacuums engineered to pull against each other on a rope toy, live in the window. The movement drew passersby in and showed that this was much more than a window of printed graphics and props.

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Executing the project took a coordinated effort spanning creative adaptation, material selection, colour matching, fabrication, testing, logistics and installation. English and French versions were produced, and installations were coordinated to happen simultaneously across the country, all within a six-week timeline.

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The completed windows turned everyday retail frontage into an engaging, story-driven brand experience that invited shoppers to stop, look closer and connect with Bell’s message.

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The Smart Device Adoption Drive demonstrates Resource Integrated’s expertise in large-format printing, custom fabrication, engineering and multi-location installation. Taking an idea from “what if” to “there it is” is what we do best.

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