In August, fashion retailer H&M launched a ‘station domination’ out-of-home (OOH) advertising campaign at Montreal’s Jean-Drapeau Station to support the annual Osheaga Music and Arts Festival.

The store chain partnered with Pattison Outdoor Advertising and Cogeco Metromedia to set up small and large posters, wall murals and window decals throughout the subway station, such that passengers would be exposed to the brand all the way from the entrance to the turnstiles. The campaign was launched just before the Osheaga Festival started on August 2 and ran until August 4.

“Being the official fashion sponsor of the festival and recognizing almost all of the attendees pass through Jean-Drapeau Station, it was a no-brainer,” says Stacey Najman, marketing manager for H&M in Canada. “The station domination extended our ‘H&M Loves Music’ campaign and solidified our position as the destination for festival fashion.”