Subaru Launches Sizzling Campaign for New BRZ in Montreal


Subaru Canada had heads turning on the streets of Montreal last month with an an ambient street-art installation featuring a 2013 Subaru BRZ surrounded by a burnt mailbox, singed bike rack, melted street lamp and a massive 32’ heat-blasted brick wall.

The installation was enhanced with singed posters featuring a QR code and embedded with NFC enabled tags provided by TAPmeTAGS Inc. The tags were directed consumers to a dedicated BRZ landing page where they could learn more about the vehicle, view images and book a test drive.

The Montreal ambient installation will be coming to major cities across Canada this summer.

The national campaign features also features a 60-second online film titled ‘Scorched’. The film was captured with Phantom camera technology capable of creating extreme slow-motion shots.

The campaign was created by Toronto’s Tribal DDB.


To enhance the installation DDB Public Relations engaged Canadian NFC tech firm, TAPmeTAGS Inc. to provide NFC enabled tags as part of a test-pilot program to encourage consumer interaction onsite. Singed wild postings surrounding the installation encouraged passersby to “tap or snap” using their NFC phones. This directed consumers to a dedicated BRZ landing page where they could learn more about the vehicle, view images and book a test drive.

FedEx Canada Plays Shipping Box Dominoes in Promo Video

FedEx Canada Uses Shipping Boxes as DominoesTo promote their ‘less urgent’ shipping services to the US, FedEx Canada has created a fun video showing a bow-tied Canada Goose in Montreal shipping a miniature hockey stick to a super-cute puppy in what appears to be Miami. Let this be a lesson to those shiftless geese hanging around here in the local parks. “Get a job and stop crapping on the sidewalks!”

The route is represented by hundreds of Fedex boxes being toppled like dominoes. I love the moment where the large cylinder is pushed toward another group of boxes, then the boxes topple in a circle and roll back through the cylinder.

I can’t wait to see the ‘Making Of’ video. I’m curious how just many shipping boxes were used as dominoes, and how many takes were required to get all the effects to work seamlessly.

The ad was created by BBDO Canada.

Dermablend Demonstrates Tattoo Cover-Up Product With Zombie Boy Tranformation

Zombie Boy covers up tattoos using DermablendRico Genest (a.k.a. Zombie Boy) is a Montreal-based fashion model who is best known for the striking tattoos that cover the majority of his body and his face that give him the appearance of a rotted corpse. Over the past 6 years Rico has been working with tattoo artist Frank Lewis, spending thousands of dollars to create his striking look. Earlier this year he had the chance to grapple with Lady GaGa in the ‘Born This Way‘ video.

Rico is featured in ‘Go Beyond the Cover’, an amazing demonstration of L’Oreal’s Dermablend skin coverage products. The video features a team of makeup artists using Dermablend’s Tattoo Primer, Leg & Body Cover and Loose Setting Powder to cover up Rico’s tattoos. The promo video runs in reverse showing Rico looking like a typical young male model who could give Derek Zoolander’s ‘Blue Steel’ look a run for it’s money. Rico then removes his shirt and slowly uncovers the zombie-like look of his tattooed face.

The ‘Go Beyond the Cover‘ campaign was created by Montreal’s Tuxedo Agency.

Volkswagen Canada Creates Art Heist Promo for 2012 Jetta GLI

The Great Volkswagen Art HeistThe cool folks over at Toronto ad agency Red Urban are consistently hitting home runs with their work for Volkswagen Canada. Just last week I published a post about their augmented reality experience for the 2012 Beetle. The latest is the ‘Great Volkswagen Art Heist’, a bold experiential campaign unleashed across Canada for the launch of the 2012 Jetta GLI.

A few months ago Red Urban introduced the 2012 VW Jetta GLI with a TV commercial directed by Hubert Davis of Untitled Films. The shoot used a combination of traditional and long exposure videography to pain light trails using the headlights and taillights of a Jetta GLI. To see how they created the ‘Driving Beautiful’ ad check out the great ‘making of’ video.

Last week Volkswagen Canada began to reveal pop-up street galleries in Montreal, Toronto and Vancouver where the public could find (and take) framed prints of the photography from the commercial shoot. The would-be thieves have been asked to post their ‘hot art’ in an album on the Volkswagen Canada page.

Follow the Volkswagen Canada Twitter page for next week’s locations.

Hey Toronto & Montreal, It’s OK to Cheat on Your City

The Cheating Wall‘The Cheating Wall’ located at the TIFF Lightbox is allowing Toronto pedestrians walking on King Street West to catch a live video glimpse the action on Maisoneuve Boulevard in Montreal. It’s certainly a fun way to create curiosity and encourage folks to visit each other cities.

The message on the wall reads, “It’s OK to cheat on your city. Pay Montreal a visit live, right here”. Torontonians can not only get a peek at Montreal, but they can join in daily events including a lunchtime dance-off, a long distance dinner party and even a 505km fashion runway event.

A full schedule of events can be found at the Visit Toronto Facebook page. It’s unfortunate that’s it’s so tough to see anything in the window during the day, but the video is running 24/7 until June 15th, so there’s a lot of opportunity for some fun interaction between people in both cities after dark.

Creative for the Cheating Wall came via the Toronto offices of Crsipin Porter + Bogusky’s Toronto office, with Smak doing street-level promotion and Monster Media handling the technology.

If you’re curious about the QR code in the image. I can confirm that it quickly and efficiently loads a schedule of the daily events.