When brands want to make a big impression in the heart of the city, few formats deliver like transit wraps. Their size, movement, and street-level presence make them ideal for bold product launches and high-visibility storytelling. Three standout campaigns show how well-executed transit wraps can turn heads.

A sweet ride

Mondelez worked with Publicis Canada to launch the return of Oreo Cakesters in Canada. PATTISON Outdoor was brought on board in early January through
a Request for Proposal (RFP) process. From sale to installation, the project took place within six weeks.

At the heart of the campaign were six fully wrapped TTC subway cars—12 exterior panels in total—featuring playful Oreo creative designed by Publicis. Adhesion Media printed and installed the exterior wraps using 209AE MetroMark, which was selected for its durability and flexibility. Graphics were produced on an HP Latex 800, covering approximately 696.7 m² (7,500 sf) across 240 panels.

Inside, DCM handled printing of interior assets using Thermoguard stock on an HP 11000 digital press. These included:

• 218 cards at 279.4 mm x 889 mm (11 in. x 35 in.)
• 6 cards at 279.4 mm x 1,778 mm (11 in. x 70 in.)
• 90 cards at 508 mm x 711.2 mm (20 in. x 28 in.)
• Six door surrounds were placed in the wrapped trains, with extra units spread across the fleet

The campaign also included a full station domination at St. George Station, as well as static and digital out-of-home (OOH) placements across Canada. Before installation, PATTISON and the client conducted a walkthrough to select prime placements in the station.

The train exterior application was completed with standard tools—squeegees, heat guns, and so on—with installation crews working outward from the middle of each car, strategically cutting around windows and doors and post-heating edges. Interior cards were mounted in existing TTC frames.

The Oreo Cakesters launch was a fast-moving, multi-layered campaign that brought the product’s playful identity to life across Toronto’s transit system.

Slice of the city

For Pizza Hut’s reintroduction of the Big New Yorker pizza, UM Canada and Yum! Brands leveraged PATTISON Outdoor’s reach to deliver a bold and memorable campaign across Toronto’s streetcar network.

The agency submitted an RFP in early April seeking high-impact transit formats to drive awareness for the BNY launch. PATTISON provided a proposal on April 9 and within six weeks had successfully launched the campaign in market.

The client designed and supplied the creative concept and featured bold red branding, oversized pizza imagery, and an irreverent tagline aimed squarely at street-level engagement.

The campaign was comprised of three driver-side murals wrapped onto Toronto streetcars, each measuring approximately 4.2 m x 3.6 m (14 ft x 12 ft). For production, the main vinyl sections were printed on General Formulations 209AE, while Flexcon 60/40 perforated film was used on the window areas. All graphics were printed using latex inks on a large-format HP printer.

The final tagline—“Don’t lick the streetcar!”—was developed in collaboration with the TTC, with a few rounds of feedback. Installation was smooth, straightforward, and efficient. Crews used heat guns, squeegees, and precision tools to apply the murals, aligning panels correctly and sealing edges for durability.

This playful, high-visibility campaign put the Big New Yorker front and centre—and helped turn Toronto’s streets into Pizza Hut’s biggest fans.

Smooth spread

For Tre Stelle cream cheese, Arla Foods and agency Cruel Inc. engaged PATTISON Outdoor to deliver another dynamic campaign designed to turn heads across downtown Toronto.

The partnership followed a successful earlier campaign with PATTISON. After reviewing several “big splash” opportunities—digital superboards, station dominations, and more—the client zeroed in on streetcar wraps for their natural movement along the core of downtown Toronto. From initial quote to final install, the process was completed in under seven weeks.

The campaign included seven driver-side TTC streetcar wraps and one interior streetcar domination for eight weeks. Each exterior wrap comprised five modules, resulting in 35 printed panels, each roughly 4.2 m x 3.6 m (14 ft x 12 ft).

Creative was developed by the client and prepped for production by Adhesion Media’s prepress team. Materials were printed using latex ink on a large-format HP printer. The wrap used General Formulations 209AE for the main vinyl sections and Flexcon 60/40 perforated film for the windows, allowing for clear visibility while maintaining a full-wrap look.

Panels were shipped directly to the install site, where a dedicated crew—scheduled well in advance—was ready to execute. This project highlighted the value of seamless teamwork between the client, production, and installation, ensuring a smooth process from concept to completion. Installation followed a car-wrap style method using heat guns, squeegees, and precision tools. Panels were pre-numbered and dry-fitted, and laser guides were used, allowing the team to maintain alignment across curves and seams. All edges were heat-sealed to ensure long-lasting durability in transit conditions.

The result: a polished, city-wide campaign designed to build mass awareness and position Tre Stelle as Canada’s #2 cream cheese—one streetcar at a time.

William Dixon is a marketing content specialist with PATTISON Outdoor. He creates and writes for client-facing materials to promote the company’s catalogue of products.