On June 3, with Toronto focused on its basketball team, a series of mysterious billboards appeared at seven major intersections in the city. Each bore little more than a pair of animal-shaped logos—an owl on its perch and a lion cradling a globe—and one of four phrases: “Dream it,” “Live it,” “Breathe it” or “Earn it.”
The imagery has just come into sharper focus, with each logo representing one side of a deal announced today between October’s Very Own—or OVO, the lifestyle company cofounded by hip-hop superstar Drake along with business partner Oliver El Khatib and producer Noah “40” Shebib—and the Royal Bank of Canada (RBC). The two companies are teaming up on a wide-ranging collaboration headlined by the opening of this year’s OVO Summit to the Canadian public for the first time.
The deal between Canada’s biggest celebrity and its biggest bank calls for RBC clients to receive access both to the OVO Summit later this year and to a range of content and experiences produced by OVO. RBC’s vice president of brand marketing Matt McGlynn adds, “RBC’s partnership with OVO will help solidify our relevance to a younger target audience.”