OUTDOOR • DIGITAL SUPERBOARD
Intact Insurance has been a Montreal Canadiens partner for several seasons now. With Bell Media’s collaboration, a multiplatform campaign was developed to extend the reach of the client’s message.
Intact renewed its annual sponsorship of Canadiens hockey on RDS by adding contextual media components. The Media Creativity team innovated by proposing a brand-new format, i.e. a 10-second audio-video break-in animation, airing live during play stoppages. The animation was inserted on a wide shot of the ice rink and arena. In addition, a countdown spot aired at the end of a first-period commercial break, featuring Intact Insurance’s well-known spokes-character Rogatien – the taxi driver played by Patrick Huard.
The campaign also included dynamic creatives, both online and on Astral’s Digital Network. On game nights, the score was displayed in real time and each accompanying message was adapted accordingly.
The same technology (real-time score + contextualized message) was used for Intact Insurance’s Toronto campaign. During Maples Leafs games, different messages appeared on the Astral Digital Network, and showing the live score.
Media Agency: PHD Montreal
Creative Agency: Cossette
TRANSIT • LUMIQUAI McGill Metro Station
With a single advertising face in the Montreal subway, Loto-Québec managed to have public transit users dream a little. For its “Grande Vie” lottery ticket – which gives winners $ 1,000 every day for life – the Astral Special Projects team and the creative agency Sid Lee developed an infinity mirror. This optical illusion allowed transit users to reflect on the infinite possibilities a “Grande Vie” winner will face with its prize or even allows us to visualize what a daily prize of $ 1,000 could feel like.
Astral’s Special Projects team is always there to help you put your ideas into action, from the most serious to the most fun campaigns!
Media Agency: Sid Lee
Creative Agency: Sid Lee
DIGITAL • BRANDSCAPE, DIGITAL LARGE FORMAT, ROOFSCAPE
For its Let’s Eats campaign, Uber partnered with the MLSE to display game scores for the Maple Leafs and Toronto Raptors to promote their food delivery service. In order to carry out this execution, Astral has developed a technology making it possible to update TSN’s real-time data on their digital products instantaneously.
Media Agency: Mediacom Canada
STREET FURNITURE • TRANSIT SHELTERS
Astral partnered with Children’s Aid Foundation of Canada, a national charity for children and youth in child welfare, to raise awareness about the unbearable scenarios kids at-risk face and to increase support for its advocacy and fundraising efforts.
On different locations in the Toronto GTA area, our transit shelters were wrapped, featuring some of the “Impossible Choices” children in neglectful or abusive environments are forced to make every day. The key messages of the OOH and digital campaigns were to drive traffic on the Foundation’s website for people to donate and sign the pledge to help create a new normal for these children.
Media Agency: Empathy Inc.
Creative Agency: Field Trip & Co
OUTDOOR BILLBOARD • HORIZONTAL
The Festival de Magie de Québec, in collaboration with lg2, made quite a splash during the last Federal election. Five days before the general vote, a magician climbed onto an Astral billboard in Québec City and inserted his predictions in a mysterious envelope stuck on advertising face.
During election night, when the results were unveiled, the magician returned to the billboard to reveal the contents of his envelope. In addition to predicting the name of the next Prime Minister, he unveiled the right number in the percentage of votes cast.
Another creative stunt signed Astral, LG2 and the Festival of Magic in the National Capital.
Creative Agency: lg2
OUTDOOR • WALL MURAL
In its most recent advertising stunt, Canada Goose, a leader in performance luxury apparel, Canada Goose paired up with artists around the world. The idea was to commission painted walls in prominent areas in major cities, such as London, Berlin, New York City.
In Toronto, street artist and painter from Rome, Alice, was chosen to showcase Canada Goose’s products. She featured a couple in the brand’s iconic coats with cultural references and the Torontonian skyline in the background.
Astral’s Wall Murals are in a class of their own – dramatic and impactful. These dynamic wallscapes and murals will stop consumers in their tracks to engage with your brand. Canada Goose and Alice hit the mark with this campaign!
Media Agency: Rapport WW (NYC)
Artist: Alice Pasquini