The 2021 Subaru Ascent is big, a three-row 7-8 seater. That message is unignorable in its OOH campaign by Zulu Alpha Kilo. In one poster, the car is so large that it extends beyond the frame to fill the wall.  Another poster had to be curved to fit into the regulation metal frame. For the third, special concertinaed folds help the final oversized poster fit into the frame. 

“When this idea first came up, we knew right away this would be a great way to bring attention to the Ascent,” stated Wain Choi, executive creative director of Zulu Alpha Kilo. “These ads will encourage people to look at them and think about the Ascent in a whole new way, and that’s what we ultimately want.”

Credits 

Client:  Subaru Canada
Client Team: Gary Sappleton, Cynthia Bouris, Don Durst & Curtis Lang

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Group Creative Director: Gerald Kugler
Creative Director (Copywriter): Jonathan Smith
Creative Director (Art Director): Patrick Shing
Account Team: David Tremblay, Lauren Boultwood & Hayley Blackmore
Planner: Carly Miller
Producers: Teresa Bayley & Houng Ngui

Media Agency: OMD  

Photographer: Chris Robinson (Fuze Reps)]
Mac Artist: Jeannette Downes 
Printer: Pattison Outdoor