Here’s how the Toronto Film Fest swag system works: PR firms gather together product that they’d like to promote or are approached by brands that want their product in the hands of celebrities passing through during breaks from the press conferences and photo ops. For all involved, celebrities are a bounty, even the Canadian C-List (‘Gil Bellows dropped by earlier today! Oh… there’s Kristen Booth!’). They enliven the 9-5 standing-around grind for brand representatives cycling through the same ole product pitches with the promise of something big.
Usually, that moment comes when an A-lister receives a product they like, wears it (the approval comes when they’re caught mid-pap-shot at a Starbucks with a skinny latte, wearing your brand), and their manager gives permission to include said celebrity in your publicity materials. And voila! US Weekly product placement is guaranteed.
Us mere local-media folk don’t get to walk off with an entire rack of freebies, but we do carry those weighty swag bags home (quite a noble thing to do if your commute involves the subway during rush hour) and riffle through them for a little trend forecasting. Swag bags are carefully curated, often including products that are being groomed for mainstream consumption (and coming to your nearest retail very soon).
LOUNGE: Tastemakers.
RESIDENCY: Intercontinental Hotel (220 Bloor W).
HOW LONG: Four years.
THEME: The HBC traditional point blanket was a cue for this season’s "Ohh Canada!" homage. Local design fav (and "official" lounge designer) Ministry of the Interior outfitted the space, having a large Timorous Beasties wallpaper panel dominate with a centerpiece of tres Canadiana snowshoe-inspired furniture by Montreal design collective Samare.
THE SWAG: A selection of 21 Canadian and international brands, from the practical (travel kit worthy–picks from Kiss My Face, a J.R. Watkins manicure pack) to the more obvious product placement (how else do you explain the Ruby Gloom tee?) in a very handy kick grip Puma original bag.
CROSSOVER HITS: Strellson’s unisex glasses (a representative from the Swiss menswear brand has her fingers crossed that Spike Lee would be photographed wearing his pair), the Joe Fresh men’s motor-cross jacket (at an affordable $39), local streetwear label JUZD original black bamboo tee.
LOUNGE: Swarovski’s Fashion Suite
RESIDENCY: Four Seasons (21 Avenue).
HOW LONG: Three years.
THEME: The sleek black curtains that hung in the Windsor Suite made us feel like we were backstage at a red-carpet gala at the Windsor Suite, albeit minus the photographer flashes and celebrities like Queen Latifah (we had just missed her stylist) and Alicia Keys (spotted at the Golf Rocks RocknRolla Cabaret with the Star Collector bag).
THE SWAG: None, with the exception of the silver signature change purse I received (the thank-you card is in the mail). The suite is only open for celebs and their stylists, but I had the chance to chat with the luxury brand’s Parisian stylist, Pierrick Marcoux about the Studio 54 inspiration for their couture Red Carpet Collection (think satin clutches with gold crystals and satiny crocodile, Elsa Peretti-inspired organic shaped bags) that he assures will be making its way next season.
CROSSOVER HITS: Look for the Active Crystals line, Swarovski’s collaboration with Phillips that turns tech items like USB keys and earbuds into eye candy-worthy jewellery pieces.
LOUNGE: The IT Lounge.
RESIDENCY: Windsor Arms Hotel (18 St. Thomas).
HOW LONG: Three years.
THEME: It was all about "survival" items, from the Grand and Toy Media Centre (spotted: Toronto Star film reviewer Peter Howell!) that had a high-tech work space for deadline-pushed TIFF journalists to the Fiji Water and Maxwell House "Maxiccino" stands (the latter a 60 calorie instant cappuccino-style drink). Props however go to IT for allowing celebrities to donate gifts (like Brangelina did last year) to Big Brothers and Big Sisters.
THE SWAG: I lugged home a very large Esprit canvas bag that included toques from Canadian snowboard apparel Ripzone, a goody bag full of treats and a Le Sportsac make-up kit full of Olay’s Definity line.
CROSSOVER HITS: My boyfriend was amused by the ACE "excursion bag" that included a selection of their grooming tools that come "man-sized," but grumbled about more junk in our bathroom (though earlier today I noticed that the "Comfortflex" comb was out of its packaging, so who knows?).