Canadian Tire taps Branded Cities’ 3D OOH

The boards create fully immersive scenes, which the retailer used to show off its line of pet products.
2021.11.08 Union Station - Canadian Tire - 3D Pet Food

Canadian Tire’s new DOOH campaign makes it one of the first brands in Canada to use Branded Cities’ new 3D capabilities.

DreamRoom 3D uses proprietary technology that lets brands create an immersive world within their ad. The executions are further enhanced with full-motion digital screens that are best applied to large formats in high traffic locations.

In simple terms, the ads create a fully 3D scene that appear to be right in front of passersby. In Canadian Tire’s case, one ads for its lineup of pet food products show a cat appearing to reach out from the room in Toronto’s Union Station it is in towards a bowl of food. Another, overlooking Yonge Dundas Square from atop the Eaton Centre, shows a dog that appears ready to leap out of his ad for a game of fetch.

“This is a powerful example of the use of technology in advertising to build an experience that is memorable and eye-catching,” says Amanda Dorenberg, president of COMMB, of the OOH format. “The immersive 3D visuals and playful content drive an emotional response with this unique execution.”

The ads were created by Taxi with media by Touche. Starting this week, the campaign will run for four weeks and will feature 20-second video spots in the program line-up at both high-traffic locations. A special campaign activation is also scheduled for Nov. 21 at Yonge Dundas Square which will involve a massive display and giveaways.

DreamRoom 3D joins Branded Cities’ line-up of Activate capabilities, which take a more experiential bent to DOOH with things like live social media walls, interactive games and conditional triggers.