Grey Goose is flying off the board with its latest campaign. The Bacardi-owned vodka brand’s new OOH executions feature silhouetted geese suspended in mid-air as if they were flying from one billboard to another. The boards can be spotted across downtown Toronto, including at Spadina and Richmond, the PATH entrance to the Air Canada Canada Centre, as well as on transit shelter dominations at King and Bathurst and John and Adelaide. They’ll be up until the end of the year.

With media by Denneboom and global creative from Ogilvy Paris, the new campaign, called “Fly Beyond,” also includes national TV, print and digital buys targeting men and women legal drinking age to 29.

“[Millenials are] an important target to us because we haven’t been speaking to them as directly and it’s important that we connect,” Lisa Mazurkewich, brand director, Grey Goose Canada, tells MiC.

Historically, Grey Goose hasn’t done OOH, she says, and it’s part of their new strategy to target younger adults. “We’re hoping to envelope our consumers not just through the media that they consume, but where they work, where they live and where they play.”

It’s a target and strategy shared by sister brand Bacardi, whose new creative targeting millenials is set to roll out in Canada in 2014.

The “Fly Beyond” campaign is global, though Grey Goose Canada has partnered with the Globe and Mail to develop a custom content magazine for the Canadian market called Host: The Spirit of Entertaining by Grey Goose. It was distributed last week through the Globe and Mail, as well as targeted mail drops in issues of Toronto Life, Vancouver Magazine and the LCBO magazine Food & Drink.