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
NOV 28 – DEC 25 | MONTREAL
TRANSIT • INTERACTIVE DIGITAL MURAL MCGILL STATION
Astral Out of Home worked with the Société des Casinos du Québec and Cossette to create an interactive experience on a digital mural in McGill metro station. 3D motion-capture technology was used to attract the attention of passers-by with an image that mimiced their movements. People were then invited to play an interactive game where they had to catch as many pieces of confetti as possible in 20 seconds, as our camera filmed their arm movements. Each participant’s score was displayed live on screen, and the goal was to beat the previous high score. This playful and effective way reminded commuters of the fun and excitement associated with casino gaming.
Media Agency: Cossette Communication-Marketing Creative Agency: Cossette Communication-Marketing
NOV 21 – JAN 1st | MONTREAL
TRANSIT • MC GILL STATION DOMINATION
Commuters passing through the McGill metro station certainly won’t fail to notice this station wrap during the holiday season. Every turnstile, booth and barricade has vinyl decals displaying the Coca-Cola brand, and 4 oversized murals have been set up at carefully selected locations inside the station. Maximum visibility will be provided during this very busy time of year in strategic areas within close proximity of all downtown’s biggest stores. Leveraging its French tagline “Savoure l’instant”, Coca-Cola wants to remind metro commuters to savour every moment when they’re doing their holiday shopping.
Media Agency: UM Canada (Universal McCann) Creative Agency: Craft Toronto
OCT 17 – NOV 13 | MONTREAL
TRANSIT • INTERACTIVE FLOOR PANEL AND DOMINATION
At the start of the new Montreal Canadiens season, RDS teamed up with Astral Out of Home to spread hockey fever among mass transit users. A skating rink was installed in the lobby of the 1000 de la Gauchetière building, with an interactive projector that simulated the effect of ice cracking under the footsteps of passers-by – a spectacular effect referencing the Bell Centre skating surface. Also, the RDS “dressing room” dominated the Bonaventure metro station and highlighted the sports channel’s flagship shows, including the primetime hits “Le 5@7”, “HOCKEY 360” and “L’ANTICHAMBRE”, which are all #1 in their respective timeslots. The enormous, 50-foot-long players’ bench was located on the subway platform, in the direction of Côte-Vertu. The wrap execution continued with a series of campaign posters positioned throughout the station, which leads to the Bell Centre. This marketing offensive was completely created and executed through a collaboration between Bell Media’s internal agency and Astral Out of Home.
Media Agency: Bell Media Creative Agency: Bell Media
SEPT 19 – OCT 16 | MONTREAL
TRANSIT • STATION DOMINATION
RED BULL IMMERSES YOU INTO MUSIC
To celebrate the Red Bull Music Academy 18th anniversary, a 185 feet full coverup was installed on every wall angles of the Place-des-Arts subway platform, in both directions. We took advantage of some structures that we’ve never used previously for this specific project. The final result is simply breathtaking. A gigantic mural of 68 feet by 16 feet was also installed at the Sherbrooke station, as well as several backlits and posters throughout the subway network.
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
Netflix used Toronto TSAs to promote the second season of NARCOS, the story of drug kingpin, Pablo Escobar. As the story is told – Escobar once burned $ 2,000,000 to keep his family warm.
4 high-traffic Astral transit shelters were selected in the Toronto core, and each filled with $ 2,000,000. The faces of the ad cases were decaled to promote the show. The shelters with the money drew quite a great deal of attention, showing up on social media – especially one poor soul who thought the money was real.