Yonge-Dundas Square, a public space just in front of Toronto’s Eaton Centre, is Canada’s most expensive intersection for outdoor advertising. Every day, more than 62,100 pedestrians pass through this intersection. Clearchannel Outdoor, part of the U.S. media conglomerate which owns most of the signage space in the square, translates this traffic into a circulation of 28,506,500 per year, dwarfing venues like the Air Canada Centre (2,700,000) and Rogers Centre (2,000,000). Clearchannel’s Atrium Media Tower in the square has over 20,000 square feet of advertising space. The largest front-lit print display goes for $36,255 over four weeks. Even amid all of the TV screens, Cadbury Schweppes Canada has the most eye-catching displays built with printing and innovation. 

The Trident Splash Billboard, 18 x 50 feet, was first put up by Cadbury Schweppes Canada on October 2005 and it stayed up until May 2006, when it was replaced with a Dairy Milk Bar. For the fruit of the Trident Splash piece, nine strawberries and five Kiwis were sculpted out of high-density Styrofoam and received a high-gloss coating. The fruit was then inserted randomly into blister packs, so they are sticking out from the backing. The signage was backlit from the blister pack to make the fruit prominent. The nine blister packs (83 x 62 x 12 inches each) were vacuum formed. Plexiglas bubbles – formed by a helicopter manufacturer – were added to create a fresh-water effect. The display was handcrafted and sculpted by Titan Worldwide.  

The Dairy Milk Bar Billboard, 18 x 34 feet, features a paper wrapper that is framed by tube steel to allow three exposed ‘chocolate’ bits. A shiny purple foil was put underneath the vinyl of the Dairy Milk packaging, which was then pulled back to expose the chocolate. Three action figures were sculpted and positioned at the base of the bar to look as though these people had scaled the building to tear away at the wrapper. Each figure is 7-feet tall and were all hand sculpted out of high-density Styrofoam. At the top of the display, sits a moving figure that features arm movements like he is eating a chunk of chocolate. The action figure is on a timer and moves every two minutes.