(Re: ‘Video board a standout: Largest of its kind in Canada, board will showcase DaimlerChrysler, CTV spots for next five years’, Jan. 21, ’00)

I’d like to bring to your attention an error that was made in an article in your recent Out-of-Home special report.

For the record, the Pattison-operated screen at Yonge and Bloor Streets may be Toronto’s largest video board, but it is certainly not ‘the country’s largest outdoor video board,’ as reported in the story. In fact, LightVision’s smallest screen, at the British Columbia Ferry Corporation’s Swartz Bay ferry terminal, measures 16 by 21 feet (330 square feet), the same as the Pattison screen at Yonge and Bloor. Our outdoor video screen at the Tsawwassen terminal measures 19 by 29 feet (550 square feet), which is significantly larger than the Pattison screen in Toronto. Not only is the LightVision screen larger, but we also have full audio capacity. This means that passengers in the vehicle-holding areas can receive accompanying sound on their car radios through a specially assigned FM stereo frequency while they watch our BC-focused video magazine complemented with advertising and BC Ferries information. Furthermore, LightVision has been recognized by the Canadian Outdoor Measurement Bureau (COMB), providing advertisers and prospects with verified circulation data and Gross Rating Points (GRPs).

In a day and age when bigger is better, I conclude that if size does matter, then LightVision Media, on the little old West Coast, is way ahead of the game.

Shauna Hardy

Sales and Marketing

LightVision Media

Vancouver, B.C.

By Karen Howe

I’m attending Cannes from the glory of my dining room table. There’s not a palm tree in sight, yet inspiration and intel are present in abundance.

Cannes Lions is a global cultural pulse check. The social course correction in the wake of the murder of George Floyd and BLM has delivered far greater diversity in the judging panels as well as the work. And we are all better for it.

I’m proud to say that creativity defeated COVID, which speaks to its power. Great work and big ideas flourished, despite unimaginable odds.

The work from the past two years spans a vast emotional range. From the profundity of Dove’s “Courage is Beautiful” to the hyper exuberance of Burberry’s “Festive,” they are opposite ends of the spectrum, but each answered a need in us.

Take note, the ascendency of gaming cannot be understated. Smart brands have embraced the channel. It makes sense, because gamers participate to meet others around the world, not just to play. And they represent a huge and powerful community. That’s why QSR Wendy’s gamified their iconic gal in RPG’s Feast of Legends.

Burger King sponsored the unknown Stevenage Football Club, transforming the team into online heroes and vaulting BK into the fray at the same time. Once again, the brand embedded itself in culture.

The birth of gaming tourism arrived when Xbox snuggled up to travel guides and created a brilliant baby: a travel guide for gaming worlds. It, too, embedded itself in culture.

From the standpoint of social good, Reporter Without Borders showed how it worked with Mindcraft for its “Uncensored Library” to bypass press censorship, with Minecraft providing a loophole to a space where young people could be educated. It provided youth with a powerful tool to fight oppression: truth.

COVID changed us in unexpected ways. We learned how to pay attention again and there was a notable lack of 30-second commercials. Instead, longer format content thrived. Apple’s WFH was seven minutes long. Entertainment reigned king, so we find ourselves returning to our advertising roots.

Seeing competitive brands form partnerships was one of this year’s other great surprises. The brilliantly simple “Beer Cap Project” by Aguila to reduce binge-drinking saw the brand reach out to competitive beers to join in. Aguila put incentivizing (keyword: free) reminders to drink water, eat food and get home safely on its bottle caps from all sorts of fast food chains, ride-share co’s and H2O brands.

On a personal level, I’m so proud of Canada again this year. Given that it was two years of work from all over the world being judged, even making the Cannes shortlist was an accomplishment. Canada is herding in the Lions in tremendous numbers – and it’s not even over. Fingers are crossed.

Karen Howe is a Canadian Cannes Advisory Board Member and founder of The Township Group