Metro will be wearing a raincoat today. As part of its holiday ad campaign, the free daily will be wrapped in a six-page ad printed on layers of transparent paper called glama, enticing readers to peel back the ad messages like an onion skin. Street promoters sporting Rogers hats will also be distributing more than 50,000 copies of the daily today in Metro’s four markets – Toronto, Montreal, Ottawa and Vancouver. Creative was handled by Toronto-based Publicis with media buying managed by Media Buying Services.
