Dairy Queen Canada turns snowbanks into giant Blizzards in fun OOH campaign

In Canada lately, it’s been cloudy with a chance of DQ Blizzards. That’s because Dairy Queen Canada has been making snowbanks look like giant Blizzard ice cream treats in a playful OOH campaign from Publicis Toronto. The installations—which began in Ottawa, Winnipeg, Collingwood, Whistler and Calgary—feature 7-foot-tall DQ red spoons and giant Smarties mix-ins. Influencers are amplifying the stunts, and a partnership with The Weather Network offers forecasts for when and where the next DQ Blizzard will “touch down.” The media agency on the campaign was DX (Denstu X). PNTR handled fabrication. Passersby who find the “DQ Blizzard Banks” can scan a QR code on the spoons for a chance to win free DQ Blizzards for a year. “DQ Blizzards are such an iconic and well-recognized treat that we couldn’t pass up the chance to have some fun with them,” said Vini Dalvi, chief creative officer at Publicis Toronto. “Ultimately, we want people to think of DQ Blizzards every time they see a snowbank. By creating Blizzard Banks, we’re simply reinforcing something that people already know … DQ Blizzards are the ultimate treat regardless of weather conditions.” “Dairy Queen has always been about creating moments of joy and happiness for our fans, and DQ Blizzard Banks are the perfect embodiment of this,” said Candida Ness, VP of marketing at Dairy Queen Canada. “We are thrilled to offer this fun and interactive way to celebrate the season and encourage people across the country to enjoy a sweet treat.” It’s good timing for the campaign, too—before there’s, you know, no snow.  */ /*--> */ /*--> */ More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Dairy Queen Canada turns snowbanks into giant Blizzards in fun OOH campaign

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