Yellow Pages deploys offbeat OOH

Cossette Montreal is painting the town yellow for Yellow Pages in a tongue-in-cheek OOH campaign touting the company's online directory at YellowPages.ca. The agency has deployed innovative media at Montreal and Calgary airports. One execution, entitled 'sleeping dummy', has a mannequin sprawled out on a bench. A nearby sign bears the YellowPages.ca ad www.5 star hotel within 5km.ca. In Montreal's Trudeau airport, a beat-up yellow suitcase sits within the luggage carousel with the message: www.une valise neuve ça presse.ca (nearest luggage store). Other executions include 1,500 luggage trolleys bearing campaign creative. Meanwhile, across Canada, the brand has deployed Zoom media messages including stickers on mirrors and in gym locker rooms bearing appropriate messages such as www.dating service because I'm looking pretty darn good.ca, among others. Across Canada, Yellow Pages has also bought 10' x 20' highway billboards, as well as transit shelter ads. Cossette Media planned the buy.