Koodo gave houses in Toronto and Montreal fresh coats of paint to promote its new home internet service.

The telco’s brand colour makeover, which effectively transforms homes into out-of-home advertising – ladders back to its long-standing “Choose Happy” brand platform.

“Happiness is at the core of our brand,” says Lise Doucet, director of marketing communications at Koodo. “The Koodo residential billboard activation perfectly encapsulates our philosophy, offering a clever and engaging way to promote our services beyond traditional advertising.”

The colourful approach was one the telco leaned into this spring, transforming drab spaces like parking lots with vibrant OOH touting Koodo bundling options, aka, “Happy stacks.”

An accompanying hero video showcases the before-and-after transformation of the Toronto house into a bright, bold paint scheme that serves as a billboard for happier home internet.

“Our goal with this activation was to break through the noise while reinforcing Koodo’s commitment to delivering happy experiences,” says Ashley Babcock, associate creative director at agency partner, Camp Jefferson.

“It’s exciting to do something that makes people stop, smile and actively engage with the ad, turning a passive encounter into an interactive moment.”

Babcock explains that it’s becoming increasingly important for brands to show up in unique and unexpected ways, however, the agency didn’t go the unconventional route solely for the sake of playing in that space.

“The contextual placement strengthens the message, and the result is impact we simply wouldn’t see if we slapped the same words on a standard billboard,” Babcock says.

The Montreal activation, created with fellow Plus Company network agencies K72 and Septième, will continue until July 7. The Toronto stunt ran until June 19.

The activations are being amplified through paid social media content on YouTube, Meta and TikTok.

The campaign was strategically timed to amplify the launch of Koodo Internet and take advantage of the surge in outdoor activity that kicks off summer in the city, especially as both homes are located in high foot traffic neighbourhoods.