Giant shampoo bottle startles Montreal

The 3-D version of Fructis Garnier product hanging on a downtown building is nearly 32 feet tall and almost five feet thick. This is going to require a lot of rinsing.

After brokering eye-catching scaffold-vertising on some of its city’s most high-profile buildings, Montreal’s time2ad has gone three-dimensional for its latest installation.

The impossible-to-miss replica of a bottle of Fructis Garnier shampoo, which measures 31.72 x 11.61 feet and is nearly five feet thick, will remain attached to a downtown building until late September.

Creative was developed at Publicis Canada’s Montreal office, and Toronto’s ZenithOptimedia handled the media planning and buy.

In other Garnier news, Brad Smith, group product manager for haircare and corporate initiatives, tells MiC that a special collaboration with PJC (Pharmacies Jean Coutu) will be initiated this fall in all stores across Québec. For every Garnier Fructis and Fructis Style product sold between September 13 and October 10, 50 cents (up to a total of $20,000) will be given to a yet-to-be-named local Quebec charity.