r/Toronto: Connected by Conversation
Immersive experiential storytelling proving human perspective beats AI shortlists.
Event Photography Gallery
The Challenge (The Trust Gap)
In an internet flooded with generic, AI-generated content, real human perspective is more valuable than ever. While consumers rely on authentic community recommendations to guide their choices from discovery to shortlist and final purchase, advertisers frequently overlook these vital spaces in their media strategies.
The Concept
To make the power of real human conversation impossible to ignore, Mint designed and executed r/Toronto: Connected by Conversation 2026 - Reddit's flagship Canadian event bringing together over 200 top brand and agency leaders.
The Journey
Hosted at Arcadia Earth Toronto, the experience transformed a 17,000 sq. ft. venue into a choose-your-own-adventure cityscape bridging Goods and Services tracks. From an executive breakfast under a simulated city-park canopy to interactive retail districts (Queen St. West meets Yorkville) and a first-class airport departures terminal, guests stepped directly inside platform behavior.
The Impact
Through 17 interactive product demos, a custom scavenger hunt, and deep-dive Redditor-led conversations, the event proved how tools like Reddit Max and Dynamic Product Ads translate community trust into measurable performance, driving over 80,000 karma points earned and generating immense engagement across the industry.