Astral OOH has placed a section of a life-sized mock roller coaster on a superboard at the intersection of two major highways in Toronto, promoting the new Canada’s Wonderland Leviathan amusement ride.

The nine-week campaign targeting families and young adults, with media and creative handled by US-based agency Cramer-Krasselt, also includes traditional and digital billboards as well as radio and TV ads touting its new slogan “Thrills Connect”.

Judy Boudreau, production and media creativity director, Astral OOH,  tells MiC that the idea for the 3D superboard came from a sketch given to Astral by the amusement park, which built metal bracings to support the roller coaster extension and rails that come out of the face of the board. The life-size placement is a first for the brand, which has done little out-of-home in the past, she adds.