AUGUST 21 – SEPT 17 | MONTREAL + TORONTO
MOMENTUM  • DIGITAL LARGE FORMAT

To encourage drivers to start riding trains, Via Rail and its agency, Touché, turned to Astral Out of Home’s Momentum offering to bring life to their latest campaign. A predetermined set of strategic highway billboards located in Montreal and Toronto displayed messages based on the latest traffic conditions. Pushing the boundaries of this technology even further, Astral displayed the driving time from the exact location of a billboard to a specific destination if it happened to be greater than the travel time by train.

The objective of the campaign was to demonstrate that taking the train is often faster (not to mention less frustrating) than driving.

Media Agency: Touché
Creative Agency: Cossette