Little Max Wins Big Billboards
Gail Chiasson, North American Editor
A little boy and his dad raising money for Duchenne Muscular Dystrophy, are being seen on an OUTFRONT Media Canada giant billboard and up in lights on two digital bulletins in Toronto after winning a Win a Billboard contest promoted by Outfront Media and music station Indie88, a Central Ontario Broadcasting station.
The chance to have your message seen by over 4.5 million people on the billboard and digital bulletins was recently offered by Outfront Media and Indie88 in the contest that wrapped-up last week. Promoted on air and on all the 47 digital units at the Yonge Eglinton Centre, Indie88 received hundreds of submissions. The list was whittled down to the ‘Top 8’ and published on Indie88’s website with a call to vote. Over the next two weeks, more than 14,000 votes were cast.
Indie88 listeners declared Max’s Big Ride, the Grand Prize winner. The announcement was made during a live remote broadcast direct from the RioCan YEC Atrium. Using the creative flexibility of digital OOH, moments after the winner was named, the audience saw Max’s Big Ride and the finalists’ billboard concepts appear on the spectacular Atrium panorama screen and exterior digital bulletins overlooking the Yonge Eglinton intersection.
Over the next four weeks, Max’s Big Ride message will be displayed on all of the digital assets at the YEC, in addition to a high-profile 10’ x 20’ poster at the southwest corner of Bay and Bloor in downtown Toronto. The finalists’ concepts will run on the Atrium panorama and two exterior digital bulletins at Yonge and Eglinton. All creative was designed by OUTFRONT Studio, OUTFRONT Media’s in-house creative shop.
Max and his dad are riding a cargo bike 600 km from Ottawa to Hamilton this June to raise awareness and money for research into Duchenne Muscular Dystrophy, a disease that Max has and that currently has no cure.
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