Bowmanville, Ont.-based OOH company ImageProjection served up a really big beer at Montreal’s Grand Prix earlier this month. From June 9 to 11, a massive Budweiser bottle complete with racing mask loomed over Crescent Street. The Grand Prix sponsor’s ad image was projected onto a hotel wall garnering an estimated 420,000 pairs of eyes during the event. The big Bud bottle measured 50 by 90 feet – seven times larger than a standard billboard and so huge that the Bud can be seen from the city’s Mt. Royal, situated nearly three kilometers away. But unlike standard beer ads, size doesn’t matter here. The challenge is finding a wall to project the image and also, length. ‘It’s hard to put a cost ceiling for this as clients can choose more than one market for up to 15 nights,’ ImageProjection president Matt Drury says. ‘A standard local rate goes for $5,500 per night, if we’re using a single light and no scaffolding.’
