Spotted! Coca-Cola brings the Arctic indoors

The company is promoting its WWF partner campaign to save polar bears with an OOH execution in Toronto.

Coca-Cola has rolled out the latest wave of its “Arctic Home” campaign with an OOH execution in Toronto’s Skywalk tunnel.

The OOH space was donated by Pumped! Inc. for the campaign, which will see Coca-Cola donate $2 million to WWF over the next five years and match consumer donations up to $1 million US dollars.

Targeting commuters and families attending events at the nearby Metro Toronto Convention Centre and Rogers Centre, John Debono, partner at Pumped! Inc. says the area sees between 900,000 and 1.4 million people come through per month.

The “Arctic Home” campaign, with media by UM and creative from Zulu Alpha Kilo, also includes TV, digital, print and cinema spots. The OOH execution in Toronto runs until the end of January. OOH creative was done by Mars Philter and adapted by Twist Marketing in Canada.

The campaign also saw Coca-Cola turn its iconic red cans white for the cause, with the new design by Turner Duckworth in the U.S. and adapted by Perennial in Canada appearing on store shelves until January.