The Toronto Tool Library was originally opened in 2013 as a membership-based lending library for a variety of tools. Now that it has been in operation for several years now, the non-profit organization is raising awareness about its offerings with its first-ever advertising campaign.
In the span of just 17 seconds, 'Torch' tells the story of a woman using a torch to put the finishing touches on dessert. Other ads in the series show a child being bathed with a power washer and a scene from a child's birthday party where a nail gun is being used to shoot at a balloon dart board. Fuse Marketing Group, which was responsible for executing the campaign, describes: "Each depicts a humorous, tongue-in-cheek situation involving a tool and plays on the preposterousness of the tool’s availability for the situation."
In the past, the success of the sharing economy largely relies of word of mouth marketing, but it has become such a phenomenon that P2P services are now increasing its reach through more traditional advertising channels.