Pattison Outdoor Advertising is celebrating Arterra Wines Canada for receiving a bronze Obie at the Out of Home Advertising Association of America’s (OAAA’s) virtual awards ceremony held recently.
A unique combination of a digital, static, and experiential campaign for the brand was displayed inside downtown Toronto’s underground pedestrian walkway network, PATH, created in partnership with Pattison’s production team, media planning agency DentsuX, and creative agency Dentsumcgarrybowen (formerly DentsuBos).
‘The Underground Vineyard & Cellar’ campaign successfully debuted Arterra’s new wine brand, ‘The Audacity of Thomas G. Bright,’ during the 2019 Toronto International Film Festival (TIFF). The walkway featured immersive tunnel dominations, which included an underground cellar at St. Andrew station and a ‘live vineyard’ at the MetroCentre Tunnel near Roy Thomson Hall, a TIFF premiere location.
“The international category draws out spectacular creative from around the world, so we are very pleased this campaign won an Obie,” said Pattison’s national sales manager, Sandy D’Amico. “It demonstrates the power of contextual out-of-home campaigns and their ability to reach the audience in an impactful way.”