The adorable tykes-on-skates Evian ad - which, with over 12.6 million YouTube views of the US version alone, makes it the most successful online spot of all time - have graduated to the big screen.
On March 1, MPG Canada - representing Sharpe Blackmore Euro RSCG, and in conjunction with Toronto's Square Foot Media - launched a three-week "Rollerbabies" run on large-screen digital boards located in Commerce Court, in Toronto's financial district.
Square Foot specializes in interactive pedestrian-level large-format digital displays that offer motion response and multi-touch interactivity. The campaign is also being extended to include online banners, TV and cinemas.
In a statement released about the campaign, Sharpe Blackmore Euro RSCG VP Ron Tite said that he was pleased to be able to extend the campaign creatively into a new media strategy.
"Our Toronto office has created global work for Evian in the past but when our Paris office produced this gem, we were excited to pick it up and extend the creative into new territories."
At an OMAC event last week, a presentation by the UK-based consultancy says its econometrics study indicates OOH's most efficient RROI is in retail, CPG and financial services. And while TV appears to be amplified by OOH in terms of media spend RROI, the same doesn't appear to be for radio.
The final day of CUME stats are in and, unsurprisingly, the gold-medal men's hockey game brought it home for the Consortium, bringing in all-time-high audiences.
Industry charitable arm the National Advertising Benevolent Society (NABS) announced this week that Toronto agency Doug & Serge will handle the creative campaign for the annual NABS Media Ad Auction this year.
The campaign will be designed to help get the word out about the auction's new 12-month format, a substantial change from its previous two-month format. The auction offers over 300 media packages at a minimum of 50% to 60% off the rate card value, for a total in $3.6 million in media value.
"The NABS Ad Auction is such a wonderful way to give back and is a great win-win for everybody in our industry," Doug Robinson, CCO, Doug & Serge, said in a release. "It can bring great value to clients to cost effectively extend their media buys or to let them access media they might not normally be able to afford while supporting the NABS industry cause. We are very proud to be able to help such a worthy organization as NABS."
The Canadian coffee co has started selling its organic Black Sunshine Haitian coffee to consumers - but they have to navigate the shady underworld of the drug trade (online) in order to get it.
