If you’re driving or walking past Yonge and Dundas Square lately, you will be privy to quite a unique sight.

A 3D billboard at the corner of the two streets features a robot that pops out of the screen and eats a Campbell Goldfish Cracker that literally blows its mind.

“To catch consumers’ attention, instead of showing a typical bite-and-smile moment, we decided to show a bite-and-head-exploding moment. The robot is the perfect balance of maintaining the playful spirit of Goldfish but in a clever way that ages up the brand as we broaden consumption to a more mature audience,” says Brian Murray, executive creative director at Zulu Alpha Kilo, which led creative on the campaign.

The OOH execution is part of a broader campaign for Goldfish’s “mega bites,” crackers that come in a larger size. It also drives home the campaign’s main message: that the new Goldfish “Mega Bites” are crackers for humans, not “megabytes” for robots.

Media buying is being handled by Spark Foundry, and the billboard was developed in partnership with Astral Media.