At the start of COVID, Impossible Studios launched an initiative called #CreativityForGood, in partnership with Faulhaber Communications and Blackjet Inc. The objective of this initiative was to offer pro-bono services to brands and organizations that have been directly impacted by COVID. 

One of the organizations that reached out to Impossible Studios in an effort to get some creative support was the Business Improvement Area (BIA) that represents the Greektown neighbourhood in Toronto.

Toronto's Greektown is a vibrant stretch that was once the largest Greek community outside of Greece. This area oozes with Greek pride, and is home to many businesses that have been passed down through generations. 

With COVID having shut down much of Toronto, and the world, Greektown was heavily impacted - with many iconic, decades-old businesses having been forced to shut down. These businesses include Louis Meat Market after serving the area since 1965, Pappa's Grill which established in the 80s, and Caffe Frappe, which was a popular Greek hangout for over 20 years. 

The biggest closure, however, was the cancellation of Taste of Danforth - a weekend-long event that brought in over $100MM over 3 days to local businesses. 

Impossible Studios worked closely with business owners to assess the needs of the neighbourhood and better understand the local community when developing a concept for the video. Ultimately, it boiled down to a simple concept titled "Welcome Back." This concept tied into Toronto's recent Stage 3 re-opening, but was also inspired by the enormous light-up signs that bookend the neighbourhood that read "Welcome to Greektown."

The spot itself was narrated by local business owners, without a script, as they speak to the viewer about what makes Greektown a special place. 

The spot launched in advance of the weekend when Taste of Danforth would have taken place.