In a playful new campaign promoting the release of Disney Pixar’s new animated feature Up next week, 10 transit shelters in Toronto will be decorated with 72 helium-filled balloons. The balloon bouquets on the TSAs, owned by Astral Media Outdoor, complement the movie creative, which shows characters being carried away by colourful balloons. Starcom Worldwide Toronto arranged the media for Walt Disney Studios Motion Pictures Canada.

Astral obtained a one-time approval from the City of Toronto to use actual balloons on the shelters, which will be located throughout the city core, including the intersections of Yonge St. and Eglinton Ave., Dundas and Bay Sts. and Yonge and Dundas Sts., starting May 25.

‘It was critical to have the city on board, so we are thrilled that Astral was able to find a way to execute the balloon extension concept within the city’s bylaws,’ said Jennifer Lewis, associate media director at Starcom Worldwide in a release. ‘This execution will really bring the creative to life.’

Toronto is the only city that will feature the balloon shelter, says Lewis, chosen because of the size of its box office market. ‘There are more moviegoers in Toronto than other city in Canada,’ she tells MiC.

Other OOH executions include a Titan Worldwide superboard on Bloor St. featuring a 3D inflatable extension of multi-coloured balloons, and an Abcon Media board at the intersection of Yonge and Gerrard. CBS Outdoor TSAs in suburban areas will feature standard movie creative, while other OOH executions include GO Station posters and Astral street columns in Montreal. Disney has also installed a 3D extension on an exterior banner at Cineplex Entertainment’s Cineplex Odeon Queensway Cinemas location in Toronto.