Londoners’ curiosity was piqued with an OOH teaser campaign created by DDB Canada featuring unique sights and sounds of Canada. First, sounds of the mysterious common loon were projected near key landmarks and in major city hubs. The street-level initiative was activated through a tongue-in-cheek public relations push that a “loon was on the loose in London.”

Large images of a wolf were also projected onto buildings at 13 different locations, including the Battersea Manometer, London Aquarium, Tate Modern, London Bridge and Covent Garden, accompanied by the sounds of howling wolves. The images included a call to action to “Step into Canada. Visit Canary Wharf January 21 – February 15.”

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