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.
NOV 7 – FEB 26 | QUÉBEC CITY
TRANSIT • FULL BUS WRAP
Le Massif, in Charlevoix, the highest vertical East of the Canadian Rockies, wanted to attract skiers from the Quebec City area, especially those impatiently awaiting the beginning of the season. Astral Out of Home wrapped an entire RTC (Réseau de Transport de la Capitale) bus, in collaboration with the agency Kabane, which developed the concept. The objective was to transport skiing enthusiasts into the spectacular scenery of Le Massif and whet their appetite for the new season, while reminding them that the ski hill is only 80 km from the provincial capital. The campaign can currently be spotted throughout Quebec City on the RTC bus fleet. A video was also produced for social media.
Creative Agency: Kabane
Advertiser: Le Massif de Charlevoix – Katherine Laflamme
Creative Direction: Simon Litalien
Copywriter: Alexis Thériault-Laliberté, Antoine Bénéteau
Artistic Direction: Éric Forest
Strategy: Alexis Thériault-Laliberté, Julie-Tremblay-Potvin
Production and editing: Bruno Marchand
Sound: Studio Expression
Client service: Émilie Claveau
NOV 28 – DEC 25 | MONTREAL
TRANSIT • INTERACTIVE DIGITAL MURAL MCGILL STATION
Astral Out of Home worked with the Société des Casinos du Québec and Cossette to create an interactive experience on a digital mural in McGill metro station. 3D motion-capture technology was used to attract the attention of passers-by with an image that mimiced their movements. People were then invited to play an interactive game where they had to catch as many pieces of confetti as possible in 20 seconds, as our camera filmed their arm movements. Each participant’s score was displayed live on screen, and the goal was to beat the previous high score. This playful and effective way reminded commuters of the fun and excitement associated with casino gaming.
Media Agency: Cossette Communication-Marketing Creative Agency: Cossette Communication-Marketing
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
OCT 17 – NOV 13 | MONTREAL
TRANSIT • INTERACTIVE FLOOR PANEL AND DOMINATION
At the start of the new Montreal Canadiens season, RDS teamed up with Astral Out of Home to spread hockey fever among mass transit users. A skating rink was installed in the lobby of the 1000 de la Gauchetière building, with an interactive projector that simulated the effect of ice cracking under the footsteps of passers-by – a spectacular effect referencing the Bell Centre skating surface. Also, the RDS “dressing room” dominated the Bonaventure metro station and highlighted the sports channel’s flagship shows, including the primetime hits “Le 5@7”, “HOCKEY 360” and “L’ANTICHAMBRE”, which are all #1 in their respective timeslots. The enormous, 50-foot-long players’ bench was located on the subway platform, in the direction of Côte-Vertu. The wrap execution continued with a series of campaign posters positioned throughout the station, which leads to the Bell Centre. This marketing offensive was completely created and executed through a collaboration between Bell Media’s internal agency and Astral Out of Home.
Media Agency: Bell Media Creative Agency: Bell Media
SEPT 19 – OCT 16 | MONTREAL
TRANSIT • STATION DOMINATION
RED BULL IMMERSES YOU INTO MUSIC
To celebrate the Red Bull Music Academy 18th anniversary, a 185 feet full coverup was installed on every wall angles of the Place-des-Arts subway platform, in both directions. We took advantage of some structures that we’ve never used previously for this specific project. The final result is simply breathtaking. A gigantic mural of 68 feet by 16 feet was also installed at the Sherbrooke station, as well as several backlits and posters throughout the subway network.
SEPT 5 – NOV 6 | MONTREAL
TRANSIT • WRAPPED DIGITAL MURALS + PLATFORM POSTERS WITH VINYL EXTENSIONS
GAZ METRO PROMOTES RENEWABLE ENERGY
To put forward the ecological use of renewable energy and natural gas, Gas Métro decided to work with the Astral Out of Home Transit products to create an impact to possible customers. A total of 6 digitals murals were wrapped in the Montreal subway, the 1000 de la Gauchetière and the Central Station. In addition, a nifty vinyl wrap around a dual platform poster at the Berri subway station transforms efficiently both posters to a trailer truck.
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
JUL 18 – AUG 14 | MONTREAL
TRANSIT • DOUBLE DECKER
With the help of a double-decker bus wrap, Sony Pictures promoted the release of the film Sausage Party. With its bright colours, the visual was a perfect execution to attract the attention of passers-by.
Media Agency: Universal McCann Canada Creative Agency: Clockwork Productions
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
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
JUL 25 – AUG 21 | MONTREAL
TRANSIT • UNIVERSITÉ-DE-MONTRÉAL STATION • MURALS
Apple dominated the Université-de-Montréal station with one large format mural, one 12 x 16 board and a Backlit domination. Metro riders can see both visuals together with their complimentary colours from the dock at either side while they wait for the subway to arrive.
Media Agency: OMD Canada
Creative Agency: Juniper Park \ TBWA