Look – up in the sky – Saturn’s got a brand new aura

So you're tooling along Toronto's Gardiner Expressway when you suddenly spy a billboard on which a silver sedan is lit up like the 1st of July. What gives?

Talk about your innovations. Cossette Communications Group put its talented heads together with those at Clear Channel Outdoor (both companies are Toronto-based) and came up with what they call a ‘full-motion aura’ to surround a Saturn sedan with a vibrant red glow.

‘Instead of just having a couple of traditional boards, we wanted to take one of the top boards in the city and basically rebuild it,’ explains Cossette group media manager Tim Beach. The result? A double-sided, 60′ x 30′ board for which an embellished car cut-out was illuminated by building a complex lighting scheme. Nice.