18 NOVEMBER TO 29 DECEMBER 2019 | TORONTO 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.
In September 2019, UNIQLO – a Japanese apparel brand – was launching its first store in Edmonton (AB)at the famous West Edmonton Mall. In order to create local buzz and excitement around the opening, UNIQLO Canadapartnered with Astral. Using our real-time technology, a countdown clock leading to the store opening was featured on strategically located digital boards in the busy West Edmonton Mall area. Other campaign creatives were displayed on various Astral faces in town, in high traffic locations.
The campaign was a hit: on opening weekend, a massive line up could be seen at the store, showing that Edmontonians really were excited about the arrival of UNIQLO!
JULY 1st – AUGUST 25, 2019 | TORONTO
OUTDOOR • LARGE FORMAT DIGITAL
This summer, Metrolinx launched its high impact media campaign for GO Transit, the Greater Golden Horseshoe regional bus and rail service. The insight behind the campaign was that there are thousands of things drivers could be doing with their time instead of driving if they had taken the train or bus. Much of the campaign’s investment was in out-of-home and Astral was there to support the dynamic campaign.
Instead of developing 500+ different visuals for this campaign broadcasting each of them on our Digital Network at specific times, we used an app that could display a single visual with a wide variety of different messages. Those creatives were synchronized to display a different message at different times of the day. The clock on the Astral digital boards were also set to only show time and matched the time in Metrolinx’s creative.
Thanks to responsive technology, the resolution of the displayed image remained the same regardless of the size of the screen on which it was projected on our Digital Network.
Astral has a wide range of technological products and does not hesitate to offer its customers innovative out-of-home solutions for their campaigns! The ‘Find Your GO Time’ campaign is just one example of our know-how.
August 5 – 18, 2019 | MONTREAL DIGITAL MURAL • BERRI-UQAM METRO STATION
Every summer, Montreal is host to a massive yoga gathering. Danone wanted to make the most of this event, which promotes a healthy body and mind, to promote the various Activia products and their benefits. Along with Wavemaker and Carl, Astral’s Special Project team developed a digital and dynamic out-of-home campaign Berri-UQAM’s new digital network. Thus, when a new metro car arrived at the station, a message would be displayed on the screens and various visuals of the campaign would appear. Other videos were also projected in the station while users wait for the next metro. To tie everything to the yoga theme, the floor in front of all four screens in the station was covered with fake green yoga mats, the dominant colour of the Activia brand.
JUNE 3 – JULY 7 2019 | MONTREAL TRANSIT • METRO MCGILL & PLACE-DES-ARTS
Astral and Desjardins collaborated to integrate a contactless transactional keypad onto a Lumiquai advertising face in two Montreal Metro stations (McGill and Place-des-Arts). The keypad allowed subway users to safely donate $5 to Opération Enfant Soleil using their credit card, debit card or their smartphone.
JUNE 10 – JULY 17 2019 | TORONTO
STREET FURNITURE • TSA
Beam Suntory Canada wanted to make a big splash in the Toronto market to increase awareness for Maker’s Mark Bourbon in the city center.
Astral’s Special Project Team created 3 larger than life bottles of the Kentucky Bourbon on TSA faces to help increase awareness in the market. A huge bottle of bourbon popped-out of the outside face of the bus shelters and was illuminated at sundown. The legendary red wax of the Maker’s Mark bottle was also mimicked to give it a more realistic look. On the inside face of the bus shelters, a poster told the story behind the brand’s craftsmanship for the pleasure of consumers that already knew and loved Maker’s Mark but also to reach out to new consumers.
Media Agency: Starcom Worldwide Creative Agency: Astral
APRIL 22 – MAY 19 | TORONTO
DIGITAL • DIGITAL LARGE FORMAT
Having to compete more and more with high-performance cameras on smartphones, Fujifilm decided to stand out – where its competitors cannot – to achieve superior image quality using a zoom.
In 2017, a concept for Fujifilm won the 2nd prize in Astral’s Carte Blanche For Creatives contest in the Toronto market. Two years later, the idea finally came to life! A camera with a Fujifilm X Series lens was installed in a waterproof case on an Astral large-format digital billboard overlooking the Gardiner Expressway. The camera’s real-time photos gave the drivers a clear view of what they could not see, the traffic in front of them.
Coupled with traffic data, the message and photo captured on the superboard were updated in real time in Fujifilm’s pre-established visual using an online application.
APRIL 15 – MAY 12 | TORONTO
DIGITAL • DIGITAL LARGE FORMAT
The 2018 Toronto Carte Blanche winning concept is currently up and running in their market! Zulu Alpha Kilo developed a colorful concept for the contest. The idea was to synchronize the color of the CN Tower and KitchenAid’s legendary stand mixer on our large format digital boards in the same area. The campaign began on April 15, 2019 and will be live for four weeks. You can admire Michael Romaniuk & Patrick Godin creative idea here.
In May 2020, Zulu Alpha Kilo won an OBIE award from the Out of Home Advertising Association of America (OAAA), recognizing creative excellence in OOH Advertising. The Mix N’ Match campaign for KitchenAid took the Bronze.
Media Agency: Zulu Alpha Kilo
Creative Agency: Cossette
APRIL 22 | MONTREAL
DIGITAL • DIGITAL LARGE FORMAT
Last April 22 was Earth Day, and lg2 seized the opportunity to display its winning 2018 Carte Blanche for Creatives concept for the Quebec market. Some of Astral’s large format digital billboards were equipped with cameras to monitor the number of cars circulating nearby. Just like in sports competitions, the billboards tallied the score for “Earth vs. Cars”, demonstrating the impact that automobile pollution has on our planet. The pollution tally goes up constantly, while Earth’s score remains stuck at zero.
MAY 7 – MAY 14 2018 | MONTREAL
TRANSIT • VIDEO WALL + METROVISION
To raise awareness of the new Super Screen Go, commuters discovered a masked super hero come to life upon arrival of their train at the McGill metro station. Astral developed a technology that activates a video based on measuring the force of the wind. The Superhero’s cloak ends up moving with the force of air on the platform. In addition, the digital mural below aired a synchronized spot encouraging passengers to watch while they waited.
Media Agency: Bell Media
Creative Agency: Bell Media
To promote their charitable effort, Shreddies advertised empty bowls on Astral’s transit shelters in Toronto. The 3 special executions comprised of an empty bowl with a spoon and placemat on a table setting. Consumers were asked to take photos of the empty bowls and post them to Facebook or Instagram with the hashtag #ShreddiesFillTheBowl. For every picture posted online, Shreddies donated an equivalent of 10 bowls of cereal to charities across Canada, thereby providing breakfast to children all across the country.
Media Agency: Starcom Worldwide
Creative Agency: Ogilvy & Mather
JANUARY 29 – MARCH 19 | TORONTO
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.
5 FEBRUARY – 25 FEBRUARY | CAL, EDM, TOR, VAN
DIGITAL • DIGITAL LARGE FORMAT
In partnership with the radio teams from Calgary, Edmonton, Toronto and Vancouver, Astral has launched an exclusive, state-of-the-art campaign combining radio with out-of-home for its client Infiniti. Whenever an Infiniti ad airs on the radio, our new system sends out a signal to display the same campaign on Astral’s digital boards.