An actual glass of wine was recently placed within a downtown Toronto transit shelter ad on behalf of the Wine Council of Ontario, illustrating the poster’s printed slogan, “So close you can taste it.”

The out-of-home (OOH) ad installation involved placing the glass on a small table behind a polymethyl methacrylate window. It was part of a broader tourism campaign, ‘Drink It All In,’ the council launched on June 11, including billboards and other OOH placements in Toronto, Ottawa and London, Ont.

As a one-off, the transit shelter ad was also part of a contest. The public was encouraged to find the ‘stunt board’ and submit photos of it via Twitter from June 19 to July 6, with a chance to win a getaway trip to Ontario’s wine-growing region.

“Wine is at the heart of everything we do,” says Ed Madronich, chair of the council. “That key message is reflected through the creative design.”