Clever creatives at DraftFCB Toronto figured out how to actually harness sunlight to dramatically deliver a message about global warming generally, and rising ocean levels specifically. They had an awning attached to a prototype billboard in west Toronto so, as the day progresses and the awning's shadow shortens, the illusion is created of water steadily submerging the headline: "Ocean levels are rising faster than ever."

The client is the World Wildlife Fund, and the poster directs viewers to its website: saveourclimate.ca. DraftFCB CD Robin Heisey, whose team came up with the gently shocking strategy, says a number of regions around the world have expressed interest in using the poster as a wake-up call.

A time-lapse video of the WWF outdoor board in action is online at http://www.youtube.com/watch?v=MLpvnnu66v8.

Toronto-based Olive Canada online advertising network has added French-language parenting website mamanpourlavie.com to its expanding roster of content channels, which now includes thestar.com, CNET.com, Toronto.com, iVillage.com, livedeal.ca and nbcsports.com.

Mamanpourlavie.com, which features articles and discussion forums for pregnant women and the parents of young children, boasts 100,000 unique visitors each month. The addition of mamanpourlavie.com will help Olive - a partnership between Torstar Digital and Gesca Digital that doubled in size in its first year - to boost its reach, which already extends to 14.8 million unique Canadian visitors monthly.