Spotted! Rona hits the bench
The Canadian retailer is supporting the Leafs' playoff push with an OOH execution that puts commuters on the team. (free content)
Like many die-hard Toronto Maple Leafs fans, Rona believes in the team’s playoff potential and is supporting its bid for a post-season place with an eye-catching TSA execution.
Transit shelters throughout downtown Toronto feature decals that replicate a Leafs’ rink-side bench, featuring the likenesses of Luke Schenn, Tyler Bozak and Dion Phaneuf. When someone sits down on the shelter’s bench to wait for the bus, they get to feel like a Leaf while they wait. (Canadiens fans, we imagine, might choose to brave the elements instead.)
The execution was developed by Bos in Toronto with media by Carat in Montreal.
The Rona logo is featured prominently on the ‘boards’ of the ‘bench,’ just as it appears in the Air Canada Centre, and the brand’s official ad (sporting a gold-trimmed maple leaf) is housed in the shelter’s ad unit.
Rona is an official partner of Maple Leaf Sports Entertainment, which owns the Leafs.
Spotted! is a regular column in MiC profiling unique and innovative advertising we see out and about. If you see something you think is Spotted! worthy, let us know!