Out-of-home advertising has reached a new dimension. For this project, Grassroots reached out to our team to help execute a bold, unconventional concept for their client, Pizza Hut, as part of a groundbreaking media strategy planned by UM Canada. The goal was ambitious to transform a cultural moment, the arrival of the 3I/ATLAS comet, into a sky-facing brand experience that would redefine how OOH can be seen, literally and figuratively.
This campaign pushed traditional boundaries, proving that impactful branding doesn’t have to stay grounded.
The purpose of this project was to support Pizza Hut in owning a unique cultural moment through an entirely new approach to Out of Home advertising. The concept centred around a first-ever sky-facing OOH installation, designed to angle upward and align with the comet’s arrival, capturing attention from both the ground and above.
From an execution standpoint, the challenge was complex. The installation spanned 50’ x 20’ and was placed on a rooftop, raising concerns about roof drainage and the structural load associated with large-format materials. The solution needed to meet strict safety requirements while still delivering a strong visual impact and supporting the broader media strategy.
Working closely with Grassroots, our team focused on translating this visionary concept into a practical, buildable solution. To address weight and drainage concerns, we engineered the installation using a mesh banner material, allowing water to pass through freely while significantly reducing stress on the roof structure.
The banner was precisely angled and installed in Toronto’s Liberty Village, ensuring maximum visibility and alignment with the sky-facing concept. Despite its unconventional orientation, the material maintained excellent print clarity, allowing Pizza Hut’s branding to remain bold, legible, and unmistakable.
This approach balanced innovation with functionality, supporting a media-first idea through smart production and execution.
The final installation delivered on every front. The sky-facing OOH placement generated real-world buzz and social visibility, tapping into a global, interstellar moment with perfect timing. By directing attention upward, where no one had pointed OOH before, the campaign stood out as a true first in the space.
This project is a standout example of what happens when sharp media planning, creative ambition, and technical execution come together. Partnering with Grassroots, we helped bring UM Canada’s vision to life for Pizza Hut, pushing out-of-home advertising into entirely new territory.
By thinking beyond traditional formats and embracing innovative solutions, this campaign proved that OOH does not just live on walls and streets anymore. Sometimes, the best way to stand out is to look up.
