Raising the rooftop
Finally, the on-site installation of the screen began in late May, shortly after the Hard Rock Café shut down permanently at the end of its lease.
“The screen was divided into sections and we shipped out three at a time,” says Edwards. “These were then connected together on-site at night. There are three sections facing west to Yonge, one corner section facing northwest and nine facing north to Dundas Square.”
The work took eight nights straight, with all hands on deck.
“Trying to meet a fixed installation date for something this complicated is crazy,” says Rushton. “I’m very proud of the employees from all of our divisions who came together to engineer and install this landmark digital display.”
Specifically, the sign went live on June 5, just in time for Warner Bros. Canada to promote the June 9 release of its hit movie, Wonder Woman. Another initial advertiser was Energy Brands, which promoted its Vitamin Water product line. Both used the unique shape of the board creatively, with content developed and laid out for each of its sections.
“I was very happy with the ad agencies’ work,” says Rushton. “The Vitamin Water content looked fantastic!”
“Overall, our clients are very satisfied with the impact and overall appearance of the display,” agrees Astral’s Martens.
With files from Media Resources International (MRI) and Astral Out-of-Home. For more information, visit www.mediaresources.com and www.bellmedia.ca/sales/out-of-home.
