Global's 'Supergirl' Flew All Over Toronto to Promote the New Show

An innovative marketing campaign by Canadian network Global saw one of its newest shows 'Supergirl' projected on buildings all over Toronto. The stunt saw a projection of its main character Supergirl, zooming through buildings and creating the visual effect of flying.

Toronto's Grassroots Advertising was behind the project and the team was inspired by a similar stunt, pulled off by Supergirl's parent network CBS, in New York. This type of advertising is quite unique for an out-of-home campaign, but utilizes elements of the show's narrative to help bring the character to life.

Aside from projections on buildings, the campaign was supplemented with interactive green screens, street teams, collateral handouts, photo walls and live-streamed video. Immersive and interactive marketing campaigns are now the new normal as consumers show that experiential promotional efforts resonate better than tradition modes.