Tag Archives: recent-campaigns

Mazda3

JUNE 3 – JULY4 | MONTREAL
TRANSIT • SOCIETE DE LA PLACE DES ARTS

For a 5th consecutive year, Mazda Canada benefited from an extraordinary visibility by choosing to advertise with Astral, using a Domination at Montreal’s Place des Arts. This location offers a lot of circulation during the summertime, attracting many people with all the festivals and activities buzzing in the Quartier des spectacles this time of year.

 

Mazda exploited all possible advertising faces at Place des Arts to promote the all-new Mazda3 models: posters in the parking lot, makeup of many stairs and escalators, murals and illuminated advertising faces, Mazda was everywhere! Vinyls were also placed on the ground where 2 Mazda3 models were driven into Place des Arts. Interactive screens were installed near the 2 cars on display, allowing passers-by to schedule an appointment for a test drive.

 

Media Agency: Mindshare
Creative Agency: J. Walter Thompson (Montreal)

Home Claim Forgiveness from belairdirect

JULY 11 – NOVEMBER 24 2019 | MONTREAL
TRANSIT • 1000 DE LA GAUCHETIERE

In a campaign to raise awareness of its Home Claim Forgiveness policy in Quebec, belairdirect used many Astral transit and static out-of-home products. The insurance company wanted to reach families with young children living in the Montreal suburbs. Our Superboards with extensions and Dominations of busy metro stations were all indicated to surprise and catch the attention of the desired target.

Impactful creatives, such as a huge tree branch that fell on a Superboard or a fire that destroyed posters at the Montmorency metro station and 1 000 de la Gauchetière Terminal simulated realistic cases of possible insurance claims – and where the Home Claim Forgiveness policy could help the homeowners.

Earlier this Spring, belairdirect took a more narrative approach in its advertisements. This campaign is part of this new approach where customers of belairdirect effortlessly master the situation they face with confidence and the peace of mind belairdirect’s insurance products provides them.

Media Agency: PHD
Creative Agency: Sid Lee (Toronto)

La Boîte à Pain

JUNE 14 | QUEBEC CITY
TRANSIT • TSA

To announce the opening of its 4th branch at Québec City Grand Marché, the artisanal bakery La Boîte à Pain marked the occasion with the help of Astral’s special project team! In collaboration with Triade Marketing, a bus shelter advertising face was entirely covered with real pieces of bread. A baker offered passers-by to taste one of the many kinds of breads the bakery offers at any time of the day.

For La Boîte à Pain, any time is a moment to savour great bead!

Media Agency: Boulangerie La Boîte à Pain
Creative Agency: Triade Marketing

Fujifilm

APRIL 22 – MAY 19 | TORONTO 
DIGITAL • DIGITAL LARGE FORMAT

Having to compete more and more with high-performance cameras on smartphones, Fujifilm decided to stand out – where its competitors cannot – to achieve superior image quality using a zoom.

In 2017, a concept for Fujifilm won the 2nd prize in Astral’s Carte Blanche For Creatives contest in the Toronto market. Two years later, the idea finally came to life! A camera with a Fujifilm X Series lens was installed in a waterproof case on an Astral large-format digital billboard overlooking the Gardiner Expressway. The camera’s real-time photos gave the drivers a clear view of what they could not see, the traffic in front of them.

Coupled with traffic data, the message and photo captured on the superboard were updated in real time in Fujifilm’s pre-established visual using an online application.

Media Agency: Dentsu X
Creative Agency: DentsuBos

KitchenAid

APRIL 15 – MAY 12 | TORONTO 
DIGITAL • DIGITAL LARGE FORMAT

The 2018 Toronto Carte Blanche winning concept is currently up and running in their market! Zulu Alpha Kilo developed a colorful concept for the contest. The idea was to synchronize the color of the CN Tower and KitchenAid’s legendary stand mixer on our large format digital boards in the same area. The campaign began on April 15, 2019 and will be live for four weeks. You can admire Michael Romaniuk & Patrick Godin creative idea here.

In May 2020, Zulu Alpha Kilo won an OBIE award from the Out of Home Advertising Association of America (OAAA), recognizing creative excellence in OOH Advertising. The Mix N’ Match campaign for KitchenAid took the Bronze.

 

Media Agency: Zulu Alpha Kilo
Creative Agency: Cossette

Earth Day

APRIL 22 | MONTREAL
DIGITAL • DIGITAL LARGE FORMAT

Last April 22 was Earth Day, and lg2 seized the opportunity to display its winning 2018 Carte Blanche for Creatives concept for the Quebec market. Some of Astral’s large format digital billboards were equipped with cameras to monitor the number of cars circulating nearby. Just like in sports competitions, the billboards tallied the score for “Earth vs. Cars”, demonstrating the impact that automobile pollution has on our planet. The pollution tally goes up constantly, while Earth’s score remains stuck at zero.

Media Agency: LG2

Radio Canada – Elections

OCTOBER 1st | MONTREAL
TRANSIT • VIDEO WALL

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.

Media Agency: PHD Montréal

Audi

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.

Media Agency: Touché
Creative Agency: Taxi

Ontario Science Center

JULY 11 – AUGUST 7 | TORONTO
TRANSIT • SPECIAL

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

L’Avenue

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

Converse

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

Rouge FM

AUGUST 27 – OCTOBER 7 | MONTREAL
TRANSIT • MURALS

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

Media Agency: Bell Media
Creative Agency: Rethink

CHUM 104.5

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

Tresemmé

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.

Media Agency: Mindshare