GOOGLE, Anomaly

Paint real-time murals of Google [search] World Cup trends in key locations around Toronto.

Working with Anomaly, smak produced Google’s first ever campaign in Canada: an enormous OOH campaign. The objective was to surprise Toronto soccer fans with World Cup trends painted on exterior walls of buildings in unexpected places. smak started by scouring the city for high visibility spaces in neighbourhoods with high pedestrian and car traffic visibility, large walls in eyesight of a popular sports bars, and with a significant soccer fan base (i.e., Korea Town, Little Italy, the Danforth).

smak produced as many as four walls a day and turnaround times were as often as twice daily on prime locations. Challenges to execution were serious: sweltering summer heat, rain, changing availability of walls, and maintaining a level of excellence while moving fast and furious to execute.

smak produced 100 murals in 10 neighbourhoods during six weeks. The campaign garnered massive earned media through online, trade and mainstream media. Total media impressions exceeded 32 million through stories on Fast Company, Strategy Magazine, The Toronto Star and CTV News to name a few. Social media mentions organically generated more than 111,000 impressions mainly through Twitter.


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