To kick off 98.1 CHFI's very popular month-long all Christmas music format, we partnered with Toronto-based illustrator, Rosey Cheekes to create the most adorable illustrations, inspired by classic Christmas song lyrics for an OOH holiday campaign that dominated the TTC's Dundas Subway station here in Toronto, and extended to three malls for 98.1 CHFI's sister station Calgary's 95.9 CHFM. Digital and social creative extended to the remaining sister stations across Canada.

The takeover was designed so that transit users didn't have to get off the subway train to see the marketing. We challenged our Pattison Outdoor partners, covering every possible surface in the subway station. And came up with some creative solutions for unforseen construction due to the PRESTO turnstile installations mid-production.

Our campaign creative spanned across print, digital and social channels; living in animations for social, digital assets, geofilters, colouring pages, the Santa Claus parade float, and more. This fan favourite has repeated in subsequent holiday seasons.