Vancouver, BC (October 2, 2012) – Our pets fill our lives with wonder. They help teach us how to savour everyday moments and fill our lives with joy and love. So when it was time for Petcurean to make their biggest-ever splash at SuperZoo 2012, they called again on Subplot Design Inc. who worked collaboratively with partners to create the Petcurean “WonderWall”.


SuperZoo is the second largest annual pet industry trade show in North America, hosting nearly 1,000 pet industry exhibitors in 160,000 square feet over three days. It is produced by the World Pet Association, the pet industry’s oldest not-for-profit organization.




“The WonderWall is an interactive, live, generative photo mosaic that engaged tradeshow attendees and received over a hundred photo contributions on site as well as from our loyal Facebook community”, says Jaimie Turkington, Petcurean Marketing Manager. “It was a very successful show for Petcurean, and the WonderWall was a big part of our success.”


Subplot Design Inc. led the design and creative, in partnership with Petcurean and copywriter Pete Pallett. Subplot also engaged Tangible Interaction who designed and developed the WonderWall Photo Mosaic application.


The WonderWall components included:

+ Teaser postcards for retailers & distributors in advance
+ Large format ads in the SuperZoo Daily Show Guide
+ Full page ads in Pet Product News
+ Handouts at the show, with additional scratch & win discounts for orders placed at the show
+ Attendees (and Facebook fans) emailed photos
+ Within minutes, the image was featured on two 80″ LCD screens on the 12 ft high WonderWall
+ Attendees were also encouraged to handwrite their feelings about their pets on the booth surface itself
+ The booth design also included a meeting area with a 60″ LCD playing brand and product films
+ Full 16 ft product shelf simulated actual in-store product planogram for retailers


“It was so gratifying to attend SuperZoo in Las Vegas and see the event unfold”, says Subplot Creative Director and lead Designer, Matthew Clark. There was nothing else remotely like The WonderWall at the show, and the booth was constantly buzzing with activity.”


“People would wait until their image appeared on screen and would spontaneously cheer. It was fantastic!”, Clark adds.


Above and beyond the buzz and talk at the show, the sales group reached their 3-day aggressive sales targets within the first day, and wound up exceeding sales targets overall. Combine this with a successful and well-attended wine & cheese reception and a high-level of consumer engagement, this truly was an event to remember.


Client: Jaimie Turkington, Petcurean Pet Nutrition

Design & Creative Direction: Matthew Clark, Subplot

Photo Mosaic: Tangible Interaction

Copywriting: Pete Pallet, Creatologist

Booth Fabrication: The Portables


About Petcurean Pet Nutrition

Petcurean Pet Nutrition is a Canadian-based, family-owned company committed to selling superior quality, nutritionally-balanced pet foods choices using natural, premium and fresh ingredients. We make every decision with the best interest of dogs and cats in mind. For more information please visit



About Subplot Design Inc.

Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.


About Tangible Interaction

Tangible Interaction creates sensory installations where people participation is key. Our work taps into some of the most basic human instincts – to play, explore and to be entertained. It also generates talk value through a shared experience. Located in Vancouver, British Columbia, Canada, we operate globally. Tangible Interaction also has partner companies in Holland and Italy.