Clear Channel and Labatt use dimension and motion to stand out
To lift the spirits of Toronto's beer drinkers, Labatt Blue
designed and created this 30-ft. tall beer can. Like many of the people
who actually consume Labatt Blue, the beer can sways from side to side
when exposed to a rock-music CD created by local radio station.
The supersized brewski is perched on a platform attached to the
Atrium Media Tower in Toronto's Times-Square equivalent--Dundas
Square. If the 8-ton replica of Labatt's bright-blue can were
actually filled with the company's product, it would hold the
equivalent to 437,5000 12-oz. cans of beer.
"We're constantly looking for innovative ways to make our
beer drinkers smile," says Harvey Carroll, senior marketing manager
for Labatt Blue. "With the dancing beer can, our goal is to create
an entertaining medium that captures people's attention in Dundas
Square that fits into the local environment,"
The project was completed in cooperation with Clear Channel Outdoor,
which managed production and worked with the City of Toronto to
facilitate permits. Look for more innovations in out-of-home advertising
in the Sept/Oct issue of The Big Picture.
(Clear Channel Communications: www.clearchannel.com)