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
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.
Casino Montreal is in vacation mode and offering an immediate departure to the South! Astral produced a playful campaign at the McGill subway station where people are invited to move their arms around and show off their best dance moves. When passersby walk in front of the mural, Gregory Charles (the casino’s ambassador), begins to play the ukulele. A marker on the floor was placed in front of the digital wall to encourage people to interact with the advertising face. By waving their arms, or perfecting their dance moves on the marker, the characters surrounding Gregory reproduce the gestures in perfect synchronization. At the end of the 30-second choreography, the experience ends and gives way to a message inviting people to the Casino.
Media agency: Cossette Media
Creative agency: Cossette
Client : Loto-Québec – Marie-Claudel Lalonde, Janie Thériault, Zoé Doucet, Marianne Brault
Agency : Sid Lee
Creative Director : Alex Bernier
Creation: Christopher Jones, Alexandre Pellerin, Quentin Fauchon
Account services : France Wong, Noémie Martin, Jenny Pham
Production : Sid Lee Studio – Audrey Filliatrault
Video Editor : Alex Miglierina, Gabriel Cartier
Media Agency: Sid Lee Média – Émilie McAllister, Frédérick Lanteigne, Nicolas Gagnon
5 FEBRUARY – 25 FEBRUARY | CAL, EDM, TOR, VAN
DIGITAL • DIGITAL LARGE FORMAT
In partnership with the radio teams from Calgary, Edmonton, Toronto and Vancouver, Astral has launched an exclusive, state-of-the-art campaign combining radio with out-of-home for its client Infiniti. Whenever an Infiniti ad airs on the radio, our new system sends out a signal to display the same campaign on Astral’s digital boards.
Media Agency: OMD
OCTOBER 2017 | MONTREAL
TRANSIT • DOUBLE DECKER
As part of Montreal’s 375th anniversary celebration, the Astral Out of Home production team collaborated with special-effects specialists Blood Brothers to produce the always popular “March of the Zombies” Halloween event. Astral Out of Home executed a bus wrap on a Grayline double-decker, while the Blood Brothers crew went to work on the final 3D execution.
Until October 28, the bus will go around the streets of Montreal carrying a group of zombies, a distraught tour guide and some decontamination agents. The campaign will close on October 28 with a parade through the Quartier des spectacles. Last year, over 10,000 “living dead” joined in the freaky fun.
SEPTEMBER 18 2017 | MONTREAL
STREET FURNITURE • MEGACOLUMN
The Astral Out of Home network helped Loto-Québec’s “Walking Dead” campaign make quite am impact, scaring up some attention from passers-by at the corner of De Maisonneuve Boulevard and Metcalfe Street in Montreal.
The campaign was designed to promote the “Walking Dead” scratch-card lottery, which returns this year with a $20,000 jackpot. The 4-week “Walking Dead” campaign included a one-night stunt in which an actor in full zombie make-up was hidden inside a MegaColumn to scare passers-by. The stunt was filmed with a hidden camera and then posted on our digital column network in Montreal in order to increase visibility.
See the video below.
Media Agency: Sid Lee Media
Creative Agency: Sid Lee
SEPTEMBER 2017 | TORONTO + VANCOUVER
MOMENTUM • DIGITAL LARGE FORMAT
In September, Kayak joined forces with Astral Out of Home to leverage our coast-to-coast network of large-format digital billboards in order to advertise current flight trends and low fares in real time. Astral’s Momentum service was used to set up the dynamic 4-week campaign, allowing the advertiser to post exact prices and current promotions. Data was fed through an RSS feed, providing real-time information about accurate prices and the most popular destinations.
In addition, Kayak created extra impact by posting the campaign on Canada’s longest full-motion-video digital horizontal billboard (located at Yonge Street & Dundas Square in Toronto), and with domination coverage at the corner of Robson and Granville in downtown Vancouver.
Media Agency: Touché Toronto
SEPTEMBER 6 2017 | MONTREAL
MOMENTUM • DIGITAL LARGE FORMAT
The agency Alfred, in collaboration with Astral Out of Home and QuatreCentQuatre, launched an innovative advertising campaign for Hertel, aimed at helping people deal with messy roommates who never seem to get the message when they’re told to pick up after themselves.
The advertiser’s website had a dedicated space where people could give guilty roommates a housecleaning ultimatum to put more pressure on them to clean up their act. The ultimatums were then posted in real time on an Astral Out of Home large-format digital billboard – the perfect way to make the message loud and clear.
The billboard was posted for 24 hours on the Hertel website and on Facebook Live (see the video).
Advertiser: Hertel – Sylvie Jenneau, Andréa Paquin-Lessard, Mylène Côté
Agency: Alfred
Creative Director: Jean-François Bernier
Creative Writers: Martin Charron, Marc-Antoine Fortier
Art Director: Nicolas Rivard
Account Services: Johanna Lessard, Fanny Richelet, Krystelle Ruest, Audrey-Kim Poulin
Strategy: France Guay, Marilyse Dionne
Social Strategy: Marie-Anne Larochelle
Production: Général Films – Fanny Richelet, Antoine Bernier
Director: Édith Jorish
Web Production: QuatreCentQuatre
Media: OMD, Alfred
Public Relations: Canidé
Music: JD Leblanc
JUNE 19 – JULY 16 | TORONTO
MOMENTUM • DIGITAL LARGE FORMAT
Using Astral Out of Home’s Momentum service, Hotels.com created a dynamic ad campaign directly linked to traffic conditions. The ads appeared on two large-format digital billboards to promote the company’s online booking service for the summer vacation season. The first face was located on the Gardiner Expressway, reaching drivers from Toronto’s western suburbs, while the second was located on the TransCanada Highway, close to Iron Workers’ Memorial Bridge, near downtown Vancouver.
The amusing concept used the latest traffic conditions as a way to emphasize product benefits, i.e. instant rebates when traffic was light and rewarding deals when it was heavy. The ads were designed to bring a smile to commuters’ faces, regardless of the traffic situation.
Media Agency: MEC
Creative Agency: J. Walter Thompson Toronto
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
