Category Archives: Transit

Desjardins Insurance

APRIL 17 – MAY 15*  | MONTREAL
TRANSIT • McGILL STATION

Desjardins Assurances teamed up with Astral Out of Home to show commuters that water damage can happen anytime – even when they’re away from home. With its new program “Alerte”, it is now possible to receive a real-time notification on your smart phone whenever there’s a flooding at your house. Using a digital mural at McGill metro station and a large Métrovision board hanging right above, we coordinated both faces to give the illusion of water flowing from one to the other. As water continued to “fall”, the digital mural filled up until the water level reached the top of the Métrovision screen.

Desjardins Assurances supported this execution by wrapping 4 station pillars, as well as 3 full platform walls.

*Due to the recent flooding incidents, Desjardins Assurances quickly withdrew its campaign out of respect for the victims. *

Creative Agency: lg2
Media Agency: Touché

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

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

SAQ

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

Desjardins

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.

Media agency: Touché
Creative agency: LG2

Coca Cola

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

Archibald

JUN 13 – AUG 21 | MONTREAL
TRANSIT • DOUBLE-DECKER

Archibald Microbrasserie decided to feature three of their brands of beer on the Gray Line double-decker bus that tours downtown Montreal throughout the summer months.

Media Agency: Bambou Communication Marketing
Creative Agency: Bleu Outremer

Van Houtte

AUG 22 – 18 SEPT  |  MONTREAL
TRANSIT • DOMINATION 1000 DE LA GAUCHETIÈRE + SOCIÉTÉ DE LA PLACE DES ARTS

Coffee roaster Van Houtte dominated the hallways of both 1000 de la Gauchetière and the Société de la Place des Arts promoting their coffee products using the tagline “Taste Every Nuance“ and connecting with passengers during their morning and evening commute.

Media Agency: PHD Montréal
Creative Agency: Tuxedo

ESPACE POUR LA VIE

JUN 20 – AUG 14  |  MONTREAL
TRANSIT • DOUBLE DECKER

Space for Life (Espace pour la vie) used the Double Decker bus to remind tourists of the different attractions found at Space for Life including the Biodôme, Insectarium, Botanical Gardens and Planetarium.

Media Agency: Équipe Espace Pour La Vie
Creative Agency: Orange Tango

Mazda

JUN 13 – AUG 7 | MONTREAL
TRANSIT • SOCIÉTÉ DE LA PLACE DES ARTS • DOMINATION

During the summer festival season, Mazda dominated Place des Arts with backlit posters, vinyl wall, stair and escalator wraps, and ran ads on the the digital network. In addition, they placed a Mazda CX9 in the display area.

Media Agency: WPP Group Québec Limitée via Mindshare, une division du Groupe M
Creative Agency: J. Walter Thompson Montréal