A special interactive digital signage campaign for Mazda’s 50^th Anniversary is on display in Toronto’s PATH underground walkway.

PATTISON Outdoor, Canada’s leading Out-of-Home advertising company, along with its digital and interactive arm, Fourthwall, partnered with agency J. Walter Thompson and Mazda Canada for the occasion.

As a commemoration for the brand’s 50^th anniversary in Canada, Mazda is releasing a series of limited edition prints through a PATTISON Outdoor digital storefront designed exclusively for the event. This interactive digital campaign launched on February 14 ahead of the Canadian International AutoShow.

Located in the Royal Bank Plaza section of Toronto’s PATH, this four-week interactive stunt is a first for PATTISON Outdoor, Fourthwall and Mazda. A 93” x 165” large format screen plays full-motion video, depicting the illustrations of British automotive artist Guy Allen. Mazda’s brand messaging directs fans to a payment terminal where they can tap-to-purchase a limited edition 18” x 24” print. Buyers are then issued receipts with a unique code and dedicated website url where they can input their mailing address to redeem their posters.

“Unattended payment solutions are rarely used in outdoor advertising campaigns—specifically solutions that are based on tap technology,” says Dmitri Melamed, Vice President and General Manager of Fourthwall. “J. Walter Thompson’s creative vision allowed our team to yet again execute an innovative and challenging project. We’re honoured to have contributed to Mazda’s milestone celebration in Canada.”