News

How do you promote the excitement of a wild, anything-can-happen yearly event like the Calgary Stampede using the mostly static medium of a billboard? This was the challenge Karo faced during a recent campaign. Karo decided to represent the thrills of the Stampede through animated stories on tri-vision billboards as one part of its strategy—and the results ignited a lot of interest in the creative community.

In his review in the current Marketing Magazine’s “Creative Eye” feature, BBDO Toronto’s Creative Director, David Houghton, said this about the Karo campaign:

"I've always felt tri-vision boards were a missed opportunity, typically showing three separate ads with absolutely no relation to one another. Well, the good people in Calgary have it figured out. These successive visuals use the three-part medium to its fullest potential to bring the rides of the Calgary Stampede to life. It's an intriguing use of tri-vision, and a great demonstration that yanks your guts around even when you're standing still. Yet it does leave me wondering exactly what kind of rides would be exclusive to the Stampede. Mechanical Bull Tilt-A-Whirl? Buckin' Rodeo Wild Mouse? I'm buying a bus ticket to Calgary to find out."

Watch the Billboards in Action

CBS Outdoor also took note of the campaign and covered Karo Group's creative approach in their newsletter.

Read the newsletter:  Keeping You Posted_ July 30 2007.pdf (3.06 MB)