Glassroom launched a series of activations designed to connect with festivalgoers throughout their journey to Osheaga.
A wrap at Berri station will greet attendees travelling by public transit, while a custom transit shelter build invites pedestrians to scan a QR code and listen to an Aperol playlist featuring Osheaga artists.
“OOH isn’t just a billboard; it’s an open invitation to experience Aperol and the joy of Osheaga,” said Michelle Mitchell, Director, Strategy & Planning at Glassroom. “We needed to interrupt the daily grind, paint the street orange and give people a memory of the brand they will never forget.”
The campaign also extends to Salut Bonjour, a popular Quebec daily morning television talk show broadcast on the TVA network, with a segment offering viewers the chance to win tickets to Osheaga and showcasing the transit shelter activation.
Once onsite, festivalgoers can continue the experience at the Aperol Garden. The Osheaga activation is part of a summer-long campaign for the brand.
Glassroom is part of the Humanise Collective.
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