JULY 2017 | MONTREAL
TRANSIT • BUS WRAP
Category Archives: Latest Posts
Pepsi
July 17 – Sept 10 | TORONTO
STREET FURNITURE • TSA
Pepsi Canada chose to promote its “Snap with Pepsi” campaign using Astral Out of Home transit shelters and a mural in Toronto. SnapCodes replicating giant bottles were displayed on vinyl decals, allowing passers-by to easily take pictures via Snapchat. In doing so, a special lens was unlocked for one hour, during which time users could take fun selfies. The transit shelter also prominently featured a large decal showing a moose in colourful sunglasses (the accessory appearing on the special lens), in order to attract attention and generate curiosity.
Media Agency: Novus Canada
Creative Agency: BBDO
Moosehead
JUNE 26 – JULY 23 | TORONTO
STREET FURNITURE • TSA
As both Moosehead Breweries and Canada celebrate their 150th this year, Moosehead launched the “We Are Still Pioneers” campaign in May to highlight the anniversary and the history of Canadian resilience.
Astral Out of Home helped Moosehead launch the invite phase with special showcase transit shelters that displayed real limited edition “Canada Day Future Bottles” of Moosehead Lager. Canadians were invited to write their vision of what the future of the country should look like on the labels and share them using the #Outlast hashtag on social media. The outer transit shelter face showcased Moosehead Lager’s newly redesigned label.
Media Agency: Media Experts
Creative Agency: Taxi 2
Via Rail
AUGUST 21 – SEPT 17 | MONTREAL + TORONTO
MOMENTUM • DIGITAL LARGE FORMAT
To encourage drivers to start riding trains, Via Rail and its agency, Touché, turned to Astral Out of Home’s Momentum offering to bring life to their latest campaign. A predetermined set of strategic highway billboards located in Montreal and Toronto displayed messages based on the latest traffic conditions. Pushing the boundaries of this technology even further, Astral displayed the driving time from the exact location of a billboard to a specific destination if it happened to be greater than the travel time by train.
The objective of the campaign was to demonstrate that taking the train is often faster (not to mention less frustrating) than driving.
Media Agency: Touché
Creative Agency: Cossette
La Bête
JUNE 26 – JULY 23 | QUEBEC CITY
TRANSIT • BUS WRAP
La Bête, a Quebec City bar and steakhouse, collaborated with Astral Out of Home on an impactful campaign for a period of 8 weeks in the summer of 2017. On the RTC’s 800 line, we created the very first Metrobus wrap. The 800 line runs through most of the city’s major arteries and stops very close to the restaurant itself, guaranteeing lots of visibility all summer long, during festivals and the vacation season.
By wrapping the side and back of the articulated bus, and then adding a king poster, the client reached their goal of promoting its ready-to-eat take-out service.
Creative Agency: HATEM
Merrell
MAY 29 – JUNE 25 | MONTREAL
TRANSIT • McGILL STATION
Vinyl domination in a staircase and part of the dock at McGill station creating a forest environment. An optical illusion on the stairs showed the message “La nature, ton gym. Ton entraînment t’attend.“(Nature, your gym. Your workout awaits.) .
Creative Agency: Innocean
Media Agency: Innocean
Unibroue
APRIL 2017 | MONTREAL
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
Monster
MAY – JUNE 2017 | TORONTO
STREET FURNITURE • TSA
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
L’École nationale de l’humour
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.
Media Agency: lg2
Creative Agency: lg2
Nike – Local
MAY 29 – JUNE 19 | TORONTO
STREET FURNITURE • TSA
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
Cirque du Soleil – VOLTA
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
Nike Airs
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
Festival de magie de Québec
APRIL 18 2017 | QUEBEC CITY
TRANSIT • DIGITAL TSA
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
Porter Airlines
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
Reno Depot
OCTOBER 2016 | LONGUEUIL
TRANSIT • TSA
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
