Well, anywhere they want to, actually. A new tactic in the DDB Crime Stopper campaign involves street teams sticking removable decals in windows throughout high-crime areas in Toronto. Meanwhile, Dentsu Canada’s campaign has ads going to the dogs with the release of Canada’s first ‘doggie eye view’ billboards for Toronto-based tony pet boutique Dogfather & Co.
In DDB’s Cash for Guns campaign, the creative team is hoping that consumers will steal the ads, which resemble gunshot holes in the glass, thereby recruiting roving media planners – spreading word-of-decal, if you will. The decals, supplied by Toronto-based Clockwork Productions, are part of an extension of the campaign originally launched in October. Media was handled by OMD Canada.
Over at Dentsu, the Toronto-only campaign for Dogfather & Co. uses dog’s eye view billboards — posted two feet off the ground — aimed at chic, urban canines and their owners. Toronto-based Wilcox Signs manufactured the signs. ‘The idea came about by our looking at the target audience. For our client, it’s the dogs. So we created signs for dogs that will be put up at doggie parks within a five-mile radius of Dogfather & Co. For the owners there, they’ll see the signs and think, ‘what’s my dog looking at? What’s he peeing on?’ [The pet industry] is a billion-dollar business.’
