DOOH company DIVE Billboards has unveiled the 2023 holiday campaign for Fred Victor, a charitable organization that supports unhoused people in Toronto.

Launched to coincide with the holidays, the “Picture This” campaign builds upon last year’s initiative, also in partnership with DIVE.

With services and hardware donated by DIVE, “Picture This” showcases donor contributions by using  dynamic templates to showcase the first names of contributors in real time as they donate.

Pop-up billboards are placed at locations including the Distillery Winter Village, Yonge & Eglinton Mall (RioCan), and Yonge & Sheppard Mall (RioCan). The DOOH creative depicts individuals in need along with lines such as “Picture a Toronto where Mark has a home.”

The Distillery Winter Village and RioCan locations will feature OOH pop-up billboards and a new experiential element that transforms the spaces into cozy holiday-themed living rooms. The walls will be adorned with empty frames symbolizing people experiencing homelessness during the holidays. Each frame features a call to action and QR codes linking to the campaign to encourage contributions.