Media in Canada posted an interesting article about Smirnoff's advertising initiative to celebrate the 2008 Toronto Maple Leaf's home opener. Smirnoff placed a six-storey billboard in Yonge-Dundas square in downtown Toronto. Suspended from the billboard were two stuntmen dressed in Maple Leafs gear pretending to play hockey suspended hundreds of feet in the air.
A video of the ad can be seen here:
From an agency perspective, this shows how media and creative were able to work together to create a very successful ad that provided a long lasting impression even though the ad lasted for only a day. it also had an impact on the media company, as they had to be innovative and use creativity to add a new element to an old advertising medium.
This also impacts me because It has shown me how agencies can be innovative, adding a creative element to a traditional medium, and generating a lot of hype and awareness in the process.
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