Sub(stantial)aru

Subaru takes pride in their vehicles’ go-anywhere capability with their rally-bred AWD model lineup, there are few places a Subaru isn’t a perfect fit. Except for maybe OOH.

With the launch of their largest vehicle ever, the Ascent, Toronto-based Zulu Alpha Kilo wanted to stress just the size of the three row 7-8-seater SUV still very capable new Subie.

The new ads are so big they exceed the frames of the media space provided, one needs to be curved to fit the parameters of the metal frame, and the final poster had to be folded like an accordion to help the oversized poster fit within the frame and under the glass.

“When this idea first came up, we knew right away this would be a great way to bring attention to the Ascent,” said Wain Choi, Executive Creative Director of Zulu Alpha Kilo. “These ads will encourage people look at them and think about the Ascent in a whole new way and that’s what we ultimately want.”