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Creative

Subaru Canada’s Biggest Ever Ad is So Big it Can’t Fit into Ad Spaces

Zulu Alpha Kilo lead the strategy and creative development of the summer indoor OOH campaign

Subaru Canada’s Biggest Ever Ad is So Big it Can’t Fit into Ad Spaces

After a successful launch of the new 2021 Ascent earlier in the year that unveiled Subaru’s biggest vehicle ever, the company has found more creative ways to flex its size.

Subaru Canada recently launched a series of custom-built OOH ads that are so big, that they exceeded the size of the media space provided. The first style poster is so large that it ventures beyond the frame to fill the wall. The second Subaru poster needed to be curved to fit into the regulation metal frame. For the last execution, special concertinaed folds help the final oversized poster fit into a frame with glass. 

The campaign was intended to draw further attention to the three row 7-8-seater SUV that is still young within the Subaru lineup. 

“When this idea first came up, we knew right away this would be a great way to bring attention to the Ascent,” said Wain Choi, executive creative director of Zulu Alpha Kilo. “These ads will encourage people look at them and think about the Ascent in a whole new way and that’s what we ultimately want.”

Zulu Alpha Kilo lead the strategy and creative development of the summer indoor OOH campaign.


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Client: Subaru Canada

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Executive Creative Director: Wain Choi

Group Creative Director: Gerald Kugler

Writer/CD: Jonathan Smith

Art Director/CD: Patrick Shing

Clients: Gary Sappleton, Cynthia Bouris, Don Durst, Curtis Lang

Account Team: David Tremblay, Lauren Boultwood, Hayley Blackmore

Planning Team: Carly Miller

Producer: Teresa Bayley, Houng Ngui

Media Agency: OMD

Photographer: Chris Robinson (Fuze Reps)
Mac Artist

Printer: Pattison Outdoor

Category: Automotive , Cars