Tag Archives: Toronto

TPL to Start Selling Advertising

2 Mar

From the Torontoist: Toronto Public Library Board Decides to Go Ahead with Advertising Plans by Steve Kupferman

Photo by Corey.Gudgeon, from the Torontoist Flickr Pool.

At its meeting last night, the Toronto Public Library board approved a plan to hire a contractor to sell advertising on the backs of due-date slips. TPL will also hire a consultant to look for other in-library advertising opportunities that, in the words of library staff, will “maximize revenue and minimize impacts to the delivery of core library services.” The only votes against the plan came from the two left-leaning councillors who sit on the board: Sarah Doucette (Ward 13, Parkdale-High Park) and Janet Davis (Ward 31, Beaches-East York). A motion by Davis, which would have delayed a decision on the matter until the public could be consulted, was defeated.

Staff hope to implement the changes at some point before the end of the year. We’ll see what ends up happening. But remember: we told them it wouldn’t work that well.

Ads Around the City: Mercedes

21 Nov

To launch the Mercedes-Benz 2012 C-Class Coupe, one was parked in front of a motion blurred wall, sidewalk, and billboard that read: “Looks fast. Even in park. The 450hp 2012 C-Class Coupe.” To complete the motion-blur illusion, real 3D models of a motion blurred fire hydrant, parking sign, and mailbox were created to be part of the street scene.

Advertising Agency: BBDO, Toronto

Astral OOH launches Signature Columns

13 Oct

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Astral OOH recently revealed the latest piece of its street furniture line in Toronto, hosting a group of industry members at Cirque du Soleil Totem in Toronto. Its LED-lit Signature Column will appear in 120 locations around the city, selected for their ability to reach the most of both vehicular and street traffic, Eric Menzies, director of sales, street furniture, Astral OOH, tells MiC.

“The number one difference with this piece is location, which is everything for OOH,” he says. “These don’t need to be at a transit stop, or a transit route. They have been chosen [based on] the best location for street and pedestrian traffic.”

The 4′ x 6′, standard PSA-sized faces feature the Toronto “Info to Go” system and were designed by Kramer Designs to include as little a frame as possible, says Menzies. “Info to Go” features a map of the area around the sign, with landmarks of interest and public transit routes. The Signature Columns will be featured in areas of the financial, fashion and entertainment districts that transit routes can’t reach.

Volkswagen augments OOH reality in Dundas Square

13 Oct

A uniquely Canadian spin on a global Volkswagen creative platform rolled out this month via an augmented reality billboard takeover in Toronto’s Yonge-Dundas Square.

To help promote the launch of the 2012 Beetle in Canada, digital animation enabled Beetles to come to life on billboards and interact with passersby, providing them with different views of the vehicle. One, for example, turns a billboard into a tunnel with a Beetle driving out of it towards the viewer.

The billboards drive to VWjuicedup.ca where visitors can download a mobile app that will activate the experience, “juicing up” the ads by viewing them through their phone cameras. Incorporating headlines from the global campaign, the billboards have been adapted with media by MediaCom and creative from Red Urban in Toronto and include, of course, a glyph to activate the AR experience.

“We were looking for something that was a little more innovative and a bit more engaging,” says Nicole Milette, account director, Red Urban. “The push is all about the car’s performance, its new look and innovations.”

Advertising Agency: Red Urban, Canada

Article from Media in Canada

Ads Around the City: Volkswagen – The Great Art Heist

13 Oct

They say that beauty is in the eye of the beholder. But if Volkswagen Canada has their say, beauty will be in the hand of the person who’s stealing it. At least that’s the idea behind an ongoing out-of-home campaign celebrating the launch of the turbocharged 2012 Jetta GLI. Beginning in October, pop-up “Performance Art” galleries began to appear in Toronto and other Canadian cities. The outdoor exhibits feature limited edition, hand-numbered, framed long-exposure light painting photographs created by the 200-horsepower Jetta GLI. While the frames have been hung for all to admire, they haven’t been hung that securely, allowing more daring admirers to claim the artwork for themselves. Thieves are being asked to share their steals, and Volkswagen Canada’s Facebook page has already received numerous photos from fans decorating homes and offices with the eye-catching imagery.

Advertising Agency: Red Urban, Canada

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