Walt Disney Studios Motion Pictures Canada is taking Torontonians up and away with an outdoor campaign promoting the Friday release of Disney Pixar’s latest animated feature, Up.Starcom Worldwide’s Toronto office is outfitting 10 transit shelters, owned by Astral Media Outdoor, with 72 helium-filled balloons.
Astral obtained a one-time approval from the City of Toronto to use actual balloons for the TSAs, which will appear in high-profile locations throughout the downtown core this week.
“It was critical to have the city on board, so we are thrilled that Astral was able to find a way to execute the balloon extension concept within the city’s bylaws,” said Jennifer Lewis, associate media director at Starcom Worldwide. “This execution will really bring the creative to life.”
The TSAs’ creative shows characters hanging from a garden hose attached to a house that is being carried away by hundreds of balloons.
“In the movie, there is a wonderful scene with thousands of balloons lifting [main character] Carl Fredricksen’s house, and this imagery just begs for a creative outdoor campaign,” said Greg Mason, vice-president of marketing for Walt Disney Studios Motion Pictures Canada, in a release.
Other out-of-home executions include a three-dimensional superboard featuring more multi-coloured balloons, with TSAs in suburban areas featuring standard movie creative, while other executions include GO station posters around Toronto and Astral street columns in Montreal.
Originally published in Marketing Magazine, May 2009
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