OCTOBER 2019 – APRIL 2020 | MONTREAL & TORONTO
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
OCTOBER 2019 | QUÉBEC CITY
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.
OCTOBER 7- DECEMBER 1, 2019 | TORONTO
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
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.
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