October 1, 2018, election night across Quebec: Astral presents a simulcast of CBC’s special coverage. On screen, passers-by can see the show hosted by anchorman Patrice Roy, with static ads in the left-hand corner indicating live results. Because there’s no sound on the broadcast, subtitles are added to make sure everyone can understand what’s going on. An innovative way to keep up with the latest news while waiting for the next subway train.
AUGUST 20 – SEPTEMBER 15 | TORONTO + VANCOUVER
DIGITAL • DIGITAL LARGE FORMAT
Sunrises and sunsets are the most photo-worthy moments of the day, not just because of their beauty, but also as symbolic representations of new beginnings and endless opportunity. Audi wanted to tap into this imagery to tease the launch of its latest models, as a way to convey a sense of renewal. To accomplish this in a creative and eye-catching way, Astral installed a camera on a digital billboard, capturing the real-time city skyline in the background. These images were updated regularly and overlaid with the campaign headline, promoting the launch events.
To promote the Ontario Science Centre’s Popnology exhibit, Astral built a special A.I. unit in the 10 Dundas building in downtown Toronto. Inspired by HAL 9000 – the supercomputer from the movie “2001, A Space Odyssey” – the unit took questions from passers-by and provided answers referencing the exhibit’s focus on technology and its relationship to pop culture.
Media Agency: PHD Canada
Creative Agency: Rethink Communications
SEPTEMBER 10 – SEPTEMBER 30 | MONTREAL
OUTDOOR • SUPERPANNEAU
To promote the opening of its brand-new Boucherville franchise, L’Avenue restaurant wanted to showcase its unique style on one of our billboards. We invited the graffiti artists responsible for the restaurant’s interior design to reproduce this ambiance on a Superboard next to the new location’s nearest highway exit. Early in the morning, the artists started painting their graffiti directly on the board, assisted by our Astral production team. The result was completely off-the-wall – and totally spectacular!
Media Agency: PHD Montréal
Creative Agency: Groupe Sportscène, L’Avenue
AUGUST 13 – SEPTEMBER 2 | TORONTO
STREET FURNITURE • TSA
To promote their Chuck Taylor’s brand, Converse gave away free pairs of shoes using Astral Transit Shelters in strategic places in downtown Toronto. The shoes were hung upon a specially wrapped transit shelter face. A tag on the shoes indicated to the lucky person where they could exchange them for a different size if needed. In total, a 100 pair of shoes were given away over a 15 day period at 3 different locations in Toronto.
Media Agency: Bensimon Byrne
Creative Agency: Bensimon Byrne
Launch of the radio show « Véronique et les Fantastiques » hosted by Véronique Cloutier by humorously highlighting all her collaborators – her « Fantastiques » : Sébastien Dubé, Joel Legendre, Arnaud Solly, Bianca Gervais, Frédéric Pierre, Marie Soleil Michon, Étienne Boulay, Anne Élizabeth Bossé, Guylaine Guay, Rémi Pierre Paquin, Sarah Jeanne Labrosse, Pierre Hébert, Antoine Vézina, La Bronze et Phil Roy
JULY 30 – SEPTEMBER 23 | TORONTO
STREET FURNITURE • TSA
With a new brand image in mind, CHUM 104.5 debuted a bright, colourful campaign putting the city of Toronto front and centre. The uniqueness and hipness of the CHUM brand was emphasized with special executions at multiple Astral transit shelter locations within the city. Neon lighting was added to make the campaign “pop” (as its tagline read) and decals wrapped around the ad case while glass showed off the brand’s colourful image. As an added bonus, consumers could take photos of themselves as part of the decals.
Media Agency : Bell Media Creative Agency : Leo Burnett
MAY 21 – AUGUST 5 2018 | MONTREAL
TRANSIT • DIGITAL MURAL
TRESemmé created a dynamic campaign that blew through Berri-UQAM and McGill subway stations in Montreal. Two wind sensors were installed on the subway platform to record the speed of the wind in the tunnel. The windspeed would then activate a video of the TRESemmé ad, showing the model’s hair blowing in the breeze caused by the incoming train. TRESemmé wanted to promote the strength of their new range of hairspray, which holds hair in place even after exposure to strong winds without losing its shape.
JUNE 18 – JULY 15 2018 | TORONTO
STREET FURNITURE • TSA WRAP + DIGITAL
To promote the release of the film “America’s Musical Journey” at the Ontario Science Centre, Brand USA wrapped Astral’s largest transit shelter at Dundas Square with bright visuals. The video screen at 10 Dundas was also used in addition to live musical talent that drew curious pedestrians in.
Media Agency : Mosaic Sales Solutions US
Creative Agency: Mosaic Sales Solutions US
APRIL 30 – MAY 27 2018 | TORONTO
DIGTAL + STREET FURNITURE • DIGITAL TSA + MEGAVERTICAL
Scotiabank wanted to create a public photo gallery on the streets of Toronto where anyone could have their own images displayed via the #scotiagallery hashtag on Instagram. To do this, Astral developed a flexible moderated tool so that the client could post the images. The selected images were broadcasted on Astral Toronto digital transit shelters and one of Astral’s most prominent vertical digital board on Gardiner.
Media Agency : PHD
Creative Agency : Bensimon Byrne
MAY 7 – MAY 14 2018 | MONTREAL
TRANSIT • VIDEO WALL + METROVISION
To raise awareness of the new Super Screen Go, commuters discovered a masked super hero come to life upon arrival of their train at the McGill metro station. Astral developed a technology that activates a video based on measuring the force of the wind. The Superhero’s cloak ends up moving with the force of air on the platform. In addition, the digital mural below aired a synchronized spot encouraging passengers to watch while they waited.
Media Agency: Bell Media
Creative Agency: Bell Media
MARCH 2018 | MONTREAL
TRANSIT • VIDEO WALL
Mediacom and COMBE collaborated with Astral to execute a major campaign at Montreal’s Central Station to promote the new line of beard care products from Just For Men.
By adapting facial recognition technology, a beard recognition device was built into a digital mural. Every time a bearded man was detected, a message played and spoke directly to him.Another example of how Astral is fueling brand possibilities.
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.