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
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
OUTDOOR • SUPERPANNEAU
To promote the opening of its brand-new Boucherville franchise, L’Avenue restaurant wanted to showcase its unique style on one of our billboards. We invited the graffiti artists responsible for the restaurant’s interior design to reproduce this ambiance on a Superboard next to the new location’s nearest highway exit. Early in the morning, the artists started painting their graffiti directly on the board, assisted by our Astral production team. The result was completely off-the-wall – and totally spectacular!
Media Agency: PHD Montréal
Creative Agency: Groupe Sportscène, L’Avenue
OUTDOOR • MURAL + HORIZONTAL
To promote the merging of the PC Plus and Shoppers Optimum loyalty cards, Loblaws went big on Astral boards in Toronto. The concept of “Better Together” was played out by using oversized dental floss to connect two horizontal boards and was emphasized by 2 side-by-side murals at Church and Bloor.
Media Agency: Dentsu Media
Creative Agency: John St.
TRANSIT + OUTDOOR • MURAL + HORIZONTAL
To celebrate its 25th anniversary, Unibroue invited 5 illustrators to put their own unique spin on the microbrewery’s famous beers. In collaboration with Astral Out of Home, the artists were asked to draw directly on the ad faces of two 10×20-foot horizontal billboards to create their personalized version of the Quebec brewery’s iconic beer labels. The creative execution took two full days to complete. The campaign was also deployed on backlit posters in Montreal’s Sherbrooke and McGill metro stations, as well as in the 1000 de la Gauchetière office building.
Agency: dada communications
Video production: Bif Productions
Artists: Rupert Bottenberg, Jason Botkin, Jérémie Lemarbre, Mélodie Lehoux et Raphaële Bard
COMBO • TSA, MURAL, HORIZONTAL
Nike launched their new shoe innovation, Nike Air VaporMax with a bold and colourful campaign on Astral Out of Home’s TSAs, murals and horizontal faces in Toronto. The campaign’s vibrant colours stand out against the urban background of the city to make a strong statement and grab the consumer’s attention.
A double-sided horizontal billboard features a lugged on extension of a 2D hand holding the new shoe. The Nike Air VaporMax is backlit with LED lighting making a bold statement on the night skyline. A mural in the core of the city featured the Nike Air VaporMax with their tagline “KISS MY AIRS” in shiny silver vinyl. Multiple transit shelters across the city featured full wraps with LED lighting drawing focus to the new shoe.
Media Agency: Jungle Media
Creative Agency: Anomaly
DIGITAL • DIGITAL SUPERBOARD
McDonald’s, through its Media Agency, OMD, made use of Astral Out of Home’s Momentum service to boost its campaign, McJoueur. McDonald’s wanted to intensify the debate that is raging in the Greater Montreal area: who, between Brendan Gallagher and Alex Galchenyuk, created the best McDonald’s burger? Each of the Montreal Canadiens created their own signature burgers, and put theirs to the test. Consumers could buy both burgers and then vote on their favourite. For maximum impact, large format digital boards in the Greater Montreal area were specifically chosen for this campaign. The digital outdoor campaign showed the real-time popularity of the burgers as they were purchased in McDonald’s restaurants.
Momentum, Astral Out of Home’s new service, brings life to digital ad campaigns by including dynamic content and allowing updates on campaigns in real-time.
Media Agency: OMD
Creative Agency: Cossette
STREET FURNITURE • TSA
CTV’S DESIGNATED SURVIVORS GETS PRESIDENTIAL TREATMENT WITH INNOVATIVE CAMPAIGN ON ASTRAL OUT OF HOME’S TORONTO NETWORK
The campaign leverages the return of Kiefer Sutherland in the conspiracy thriller along with the timeliness of the U.S. election. Featured are inventive, high-impact decals and wraps, including a transit shelter made to look like the White House with elements featuring a roof, pillars, a blue carpet, and even a podium for selfies. In addition, a Superboard with a simulated White House roof and U.S. flags can be seen by tens of thousands of drivers on the Gardiner Expressway.
Creative agency : Bell Media Agency
Media Agency : Bell Media Agency
OUTDOOR ADVERTISING • HORIZONTAL
The distinct look of Audi headlights is immediately recognizable on the road. The all-new 2017 A4 features full LED headlights with precise light output, high-energy efficiency and almost identical to natural daylight. Special 5700K led lights were incorporated into billboards in both Montreal and Toronto to demonstrate the new headlights.
Creative Agency: Zulu Alpha Kilo
Media Agency: Mediacom Canada
OUTDOOR ADVERTISING • PAINTED MURAL
Apple introduces their new watch to Toronto in a big way
Apple introduces us to their latest innovation, the Apple Watch. A hand painted giant wall mural on a 30’H x 115’W wall in the downtown core of Toronto. Not only does it create a buzz the whole time it is taking shape on the wall for the client, but the execution is photo realistic and beautiful.
Media Agency: OMD Canada
Creative Agency: TBWA Toronto
SUPERBOARD EXTENSIONS • AMT DOMINATION
Disney Parks developed two Rapunzel themed superboards with her long hair extending around the board as well as two Star Wars themed superboards with glowing 3D light saber extensions. The Star Wars campaign also dominated the Lucien L’Allier train station with three pillars, one outside mural, two large vinyl wraps inside and train posters.
Creative: Walt Disney Parks & Resorts
Media Agency: Carat