Adrian J Cotterill, Editor-in-Chief
PATTISON Outdoor, a division of The Jim Pattison Group and Canada’s leading Out-of-Home advertising company tells that it is advancing into the third dimension with 3D digital advertising at a national scale.
With the ability to provide #3DOOH on every screen and display in PATTISON’s extensive portfolio, with very few exceptions, brands are lining up to break into this new artform.
The first to leap in was the Atlantic Lottery Corporation, running a multi-market campaign in Halifax, Cape Breton, St. John, Moncton and St. John’s. ALC used the first-to-market static 3D campaign on large format digital within Canada to promote their online casino games. The goal was to make the static advertisement feel dynamic by creating a new dimension on a flat canvas. Each location running this advertisement was strategically selected because of their right hand read, making it more efficient for drivers and commuters to take in this captivating campaign. Furthermore, the ad was designed so that the effect would best work when viewed from a lower right-hand angle.
Ford followed suit with a 3D campaign in Alberta and BC to show off the towing capacity of the new F-150. Proudly displayed at the main Rogers Arena Digital Spectacular and surrounding tower displays in Edmonton’s ICE District, an animation of the 2024 F-150 towed a large concrete block, climactically slamming into the ‘Built Ford Tough’ shield. Static 3D versions were also executed at the Casino exterior digital display, curved Arena screen, and Street Level Vertical posters lining the sidewalk. Drivers along busy thoroughfares in BC and Alberta were also included, thereby demonstrating PATTISON’s ability to deliver 3D at scale.
Rounding out the initial rollout of 3D campaigns, Tim Horton’s Smile Cookie fundraiser took over a digital corner display in the heart of the Downtown Toronto PATH. This anamorphic 3D ad featured a charming animation of a smile cookie peaking into the frame then rolling across the canvas and teetering over the edge, before falling into place. In eye-catching pink, this ad made viewers smile.
Each of these campaigns have been created through a collaborative effort between PATTISON’s own in-house 3D artists and agency and client partners. The in-house team is capable of creating full 3D models, immersive landscapes and executing on a client’s vision with or without pre-existing assets.
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