Our approach was to dominate neighbourhoods across the GTA with a wide range of media reaching Torontonians where they work, live and play. From the streets, to online, to outdoor, to newspaper; all of the media featured hyper-local neighbourhood messaging and worked in conjunction with hundreds of illustrations to add humanity, style and relevancy to a very functional product. Digital, mobile and night projections featured time of day messaging so relevant local information was being served at the exact moment the consumer was reading it. Whether people were walking their dog, waiting for the bus or out on a Friday night – YP was there.

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