In a nifty bit of engineering, this new billboard in Toronto monitors the CN Tower and—in real time—changes the color of the KitchenAid mixer being advertised to match the building's lights.
A camera detects the color of the CN Tower and uses that information to provide trafficking instructions to Astral's digital board—to match the building's lights to one of KitchenAid's 33 mixer colors.
Agency Zulu Alpha Kilo created the campaign.
"KitchenAid is all about unlocking creativity in the kitchen," says brand manager Jacqueline Probert. "This billboard is a playful way to show Torontonians how they can personalize their stand mixer to their style."
"Behind the technology is a simple idea," adds Ian Simpson, creative director at Zulu Alpha Kilo. "Using only the image of the stand mixer, we are able to capture some of the same magic that has made KitchenAid an icon of design."
Bounce Media was the production partner, while media was handled by Cossette.
Client (Company): KitchenAid Small Appliances
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Ian Simpson, Catherine Allen
Art Director: Michael Romaniuk
Writer: Patrick Godin
Account Team: Nadine Arsenault, Lisa Sousa, Skye Gandy
Agency Planner: Spencer MacEachern
Client: Jacqueline Probert
Agency Digital Producer: Marko Stevelic
Studio Director: Greg Heptinstall
Production Artist: Brandon Dyson, Steve Goode
Interactive Production: Finlay McEwan, Bounce Studio
Production House: Zulubot
Executive Producer: Tom Evans
Social Content Producer: Rebecca Wood
Production Coordinator: Jane Broadfoot
Photographer: Alex Wong
Social Media Editor: Cecilia Bernasch
Media Agency: Cossette Media
Media Agency Planner: Erica Goldfarb