From Brian Howlett, chief creative officer at Agency59 in Toronto:
For our client Wine Country Ontario, we have placed an actual glass of wine in a transit shelter in downtown Toronto to make a dramatic point about just how close Wine Country Ontario is to Torontonians. The installation board, produced in conjunction with Agency59 and Astral media, places the glass on a table behind plexiglass, with a headline that reads: “So close you can taste it.”
The TSA is a featured element of the WCO 2102 communications campaign, “Drink It All In,” launching Monday June 11 in outdoor, print and supported by promotional and social media activity across the province.
The single location execution is intended to create talk value around the overall campaign. So far no one has attempted to steal the glass of wine.