OPEN3 Open 3 Complete Book for OMA Website | Page 70

CAN
Universal Music Canada
VIEWS
Universal Music Canada and its agency, October’s
Very Own, used Out-of-Home to promote the
release of Drake’s new album, VIEWS, while also
showing the love Drake has for his home town
Toronto, which he has dubbed “The 6ix”.
A simple, eye-catching black and white graphic
was used with Drake himself posting Instagram
shots of the campaign as soon as it went live.
In seven days the campaign created over
127.2 million earned media impressions.
PRODUCT
Entertainment
MEDIA
Billboard, Shopping
Centre, Transit
AGENCY
October’s Very Own
COUNTRY
Canada
YEAR
2016
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