Monster.ca took advantage of Astral’ Out Of Home’s street level products to strengthen brand awareness to the employment market. Monster is a global online employment solution that connects people and job opportunities. In Toronto, Monster wrapped ad cases in purple fur to bring the brand mascot to life. The results are very fun and extremely attention-getting. GRPs rounded out the campaign in Toronto and on Montreal Street columns.
Media Agency: OMD Canada
Creative Agency: KBS Agency, New York
APRIL 18 2017 | MONTREAL
STREET FURNITURE • MEGACOLUMN
The École nationale de l’humour partnered with Lg2 to promote its 28th Annual Graduates Comedy Tour. In collaboration with Astral Out of Home, a video stunt was deployed using hidden cameras. Passers-by were invited to pull a finger sticking out of a Megacolumn ad face. The finger actually belonged to a real, live person hiding inside the column. When people pulled the finger, they heard a flatulence noise and felt a gust of wind on their face. Then, to thank them for playing along, they were slipped a pair of comedy show tickets through a slot in the column structure.
Although the objective was to promote the comedy tour and get a laugh from passers-by, the message goes a bit deeper: it demonstrates all the thought and technique that goes into creating a great gag.
Nike advertised on Toronto Transit Shelter to advertise a new on line app– Nike Local Run – an app that lets runners come together. Runners can find existing routes—or plan their own. Whether you’re a first-timer or a half-marathoner, get to know your city by hitting the pavement with the people who run it. The posters featured images unique to specific neighbourhoods and headlines that also reflected the local uniqueness. Bold bright green decals wrapped the structures of the shelters and were used as design elements in the posters to grab attention at street level.
Media Agency: Jungle Media
Creative Agency: Anomaly
MARCH 27 – JUNE 25| MONTREAL
TRANSIT • SUBWAY CAR WRAP
To promote its brand-new show called “VOLTA”, Cirque du Soleil teamed with up Astral Out of Home to take over the McGill metro station and a few Montreal subway cars. The concept behind “VOLTA” is to immerse spectators in a fascinating story about freedom of choice and the uncontrollable power of destiny. The Montreal metro seemed like the perfect venue to give commuters a preview of Cirque’s latest thrill ride.
The campaign included an impressive takeover of McGill station, as well as backlit station posters, platform posters, digital ads on the Métrovision network, and 3 subway car wraps. Outdoor signage was also developed, using horizontal, vertical and superboard formats.
“VOLTA” is playing in the Old Port of Montreal until July 23.
Creative Agency: Cirque du Soleil
Media Agency: Evenko
MARCH 27 – APRIL 24 2017 | TORONTO
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
The Festival de magie de Québec continues to astound passers-by with its most recent campaign, created by lg2. In collaboration with Cortex, Astral Out of Home and Nova Film, the ad agency developed a TSA that can read people’s minds.
As commuters waited for the bus, the digital face of the Réseau de Transport de la Capitale (RTC) transit shelter offered to perform a magic trick for them, to help them pass the time. Participants were asked to pick a card, and the digital ad managed to guess their choice every time.
Although a good magician never reveals his tricks, we’re ready to bend the rules a bit. We concealed eye-movement detection technology under the surface of the TSA to predict which card was being chosen.
This is the 7th consecutive annual collaboration between the Festival, lg2 and Nova Film.
Clients: Renée-Claude Auclair and Pierre Hamon
Creative VP: Luc Du Sault
Creative Developer: Camille Gagnon
Account Services: Tania Pons Kilfoil
Technology & Programming: Cortex – Mathieu Tremblay, François Couderc, Jérémie Pelletier
Video Production: Nova Film
Production Management: Julie Pichette
Director: David Poulin
Engineering: Quatro Design
Infographics: Marie-Eve Roussy
Media: Astral Out of Home
JAN 2017 – JAN 2018 | OTTAWA
AIRPORT • DIGITAL INTERACTIVE LANDMARK
Astral Out of Home collaborated with Porter for a campaign at Ottawa International Airport, aimed at raising awareness for the airline. Playful, interactive executions were displayed on Porter’s digital wall in the airport’s domestic zone.
Travellers could stop and play interactive games based on typically Canadian winter scenes, in which people could throw snowballs, start a snowfall by touching the screen, create sculptures with fallen blocks of ice, and build their very own customized snowman.
Media Agency: Porter Airlines Creative Agency: Porter Airlines
For a third consecutive year, Sid Lee worked on a campaign for Réno-Dépôt, highlighting the Sico paint colors available in-store. This year’s execution was first carried out in an RTL bus shelter in Longueuil, on the south shore of Montreal. An interactive screen captured the colours of cars, commuters and so much more in real-time, and then combined them with the range of Sico colours before being used in a 45-second commercial.
This campaign follows a 2014 initiative, where Réno-Dépôt and Sid Lee designed a way to capture the colour of the sky in real-time before matching it to a colour from the Sico paint range on a large format digital board.
Creative agency: Sid Lee
Media agency: Sid Lee Média
Video production: Sid Lee Studio
MARCH 13 – APRIL 10 | MONTREAL
TRANSIT • 1000 DE LA GAUCHETIÈRE
Sid Lee and SAQ, in collaboration with Astral Out of Home, unveiled a new installation located at 1000 De la Gauchetière to highlight the large quantity of products offered online at SAQ.com.
Using a simple optical illusion, a high-traffic underground hallway was wrapped to look like a wine cellar of infinite depth. Each product showcased also had a matching barcode that could be scanned by the SAQ mobile app, allowing immediate purchase.
A special high-end section was also integrated into the mural, to promote the very exclusive products also available online at SAQ.com.
Adding onto previous successful campaigns with SAQ, this one really stood out because of its new and unique method of execution.
Creative agency: Sid Lee
Media agency: Sid Lee Média
JANUARY 16 – FEBRUARY 13 | MONTREAL
TRANSIT • DIGITAL MURAL
By making use of Momentum, Astral Out of Home’s dynamic digital content service, Desjardins was able to promote how quick and easy it is to use their app for submitting insurance claims. Digital murals within the Montréal subway system were updated in real-time, showing the estimated minute arrival of the next train. This tailored digital messaging encouraged commuters to make use of the Desjardins app while they waited.
FEBRUARY 13 – MARCH 12 | TORONTO
STREET FURNITURE • TSA
Ikea Canada is shedding warmth on Toronto transit riders inside an Astral Out of Home transit shelter. Ikea’s ongoing Market Hall strategy, that promotes the downstairs merchandise area of its stores, is centred on seasonality. The winter campaign focuses on getting cozy. Leo Burnett worked with Astral Out of Home to bring coziness to the streets. In a centrally-located transit shelter in Toronto, an Ikea wool throw was featured in the ad face, and warm air was generated to warm the hands of transit users. The stunt was supported with GRP TSAs, digital OOH and a TV spot.
Media Agency: Jungle Media
Creative Agency: Leo Burnett
FEBRUARY 13 – APRIL 9 | TORONTO
STREET FURNITURE • TSA
Dairy Farmers of Canada launched a refreshing new campaign that encourages consumers to grab a cold glass of milk. DFC and DDB Toronto teamed up with Astral Out of Home to build 3D mountains to top the roof of a Toronto transit shelter, with a tall 3D glass of milk also nestled into mountains. The campaign makes a clever parody of beer advertising and includes OOH, digital and even a TV spot that features friends playing hockey, followed by them enjoying a tall, cold glass of milk.
Media Agency: Initiative
Creative Agency: DDB Toronto
NOV 7 – NOV 13 | MONTREAL
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.
NOV 28 – DEC 25 | TORONTO
STREET FURNITURE • TSA INTERACTIVE
Shoppers Drug Mart used the Astral Out of Home TSA Interactive Network to show consumers how to wrap up their gift lists. This campaign, rounded out with standard transit shelter sites throughout the city of Toronto, featured content that was specific to three dayparts and focused on products by category, time of day, gift-giving, wrapping needs and holiday food items. Consumers were also encouraged to play a matching game that featured a random variety of the featured products. To draw attention to the execution, each of the transit shelters featured red-striped decals to represent festive wrapping paper and big red bows.
The transit shelters were selected based on proximity to Shoppers Drug Mart locations. Consumers were able to tap a button on the screen that mapped out the location of the nearest Shoppers Drug Mart.
Media Agency: Dentsu Media Creative Agency: john st.
NOV 7 – FEB 26 | QUÉBEC CITY
TRANSIT • FULL BUS WRAP
Le Massif, in Charlevoix, the highest vertical East of the Canadian Rockies, wanted to attract skiers from the Quebec City area, especially those impatiently awaiting the beginning of the season. Astral Out of Home wrapped an entire RTC (Réseau de Transport de la Capitale) bus, in collaboration with the agency Kabane, which developed the concept. The objective was to transport skiing enthusiasts into the spectacular scenery of Le Massif and whet their appetite for the new season, while reminding them that the ski hill is only 80 km from the provincial capital. The campaign can currently be spotted throughout Quebec City on the RTC bus fleet. A video was also produced for social media.
Creative Agency: Kabane
Advertiser: Le Massif de Charlevoix – Katherine Laflamme
Creative Direction: Simon Litalien
Copywriter: Alexis Thériault-Laliberté, Antoine Bénéteau
Artistic Direction: Éric Forest
Strategy: Alexis Thériault-Laliberté, Julie-Tremblay-Potvin
Production and editing: Bruno Marchand
Sound: Studio Expression
Client service: Émilie Claveau