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Ungava Spirits takes the Montreal metro

A Case Study


Before we can examine this case study, we have to take it back a couple of years to another mandate that we were tasked to complete for Ungava Spirits: the Coureur des bois Advent Calendar.

This was at the beginning of our partnership with the brand and they had some big ideas for the holiday period. The concept was to create content throughout the entire month of December, much like an Advent calendar. You can check out this case study in detail with clicking right here. The amazing takeaway from this mandate was that sales of Coureur des bois ended up going through the roof across all SAQs. So much so, that the product actually sold out across the province. Crazy, we know!

With that in mind, when December 2019 came around, they wanted to replicate a similar concept … but take it to new heights.


Our clients at Ungava Spirits approached us to let us know they had purchased a digital advertising space for the month of December. This space in question was a giant LED screen in the heart of Montreal’s Berri-UQAM station.

The ad space had been purchased practically for the entire month of December, and would only display Ungava branded content throughout this period. Now came the task of deciding what content to promote,
how and when.

In a nutshell, the mandate was to create a content strategy to showcase the variety of Ungava Spirits’ brands leading up to the holiday season.


At this point, we had been producing content for Ungava Spirits for over 2 years. That meant that we had a huge array of content to choose from. However, none of the content was currently adapted to fit in the dimensions of a giant 14 by 5.3-foot screen. Also, only a small portion of the content produced over the years was holiday (or at least winter) oriented.

That’s when the brainstorming session kicked into high-gear. We couldn’t afford to shoot brand new content and the idea was to maximize the return of our client’s ad space investment by repurposing mostly existing content—and that’s exactly what we did!


As with every content strategy, we took a step back and looked at the big picture. It was important to lay out all the pieces of our puzzle. So, we had 5 individual brands to showcase as well as the Ungava Spirits brand as a whole.

We then decided to create 3 content series: branded promotional content, cocktail recipes and tips to enjoy winter and the holiday season. To promote the Ungava Spirits brand as a whole, we drove traffic to their new physical location as well as highlighted the events at which they would be onsite sponsors.

In order to provide a variety of content throughout the month, we created 4 content loops; one per week. Assuming that STM passengers aren’t on the platform for more than 8 to 10 minutes at a time, we created 12 to 15-minutes loops. Each of these loops featured all 5 brands including the Ungava Spirits brand. No content was repeated from week to week apart from the branded promotional content.


The performance and results measured for our Advent Calendar campaign were very exact and tangible since they were recorded as social data and then sales data.

In this case, the goal was to make a huge splash ahead of the holidays (a very strong sales period for spirits) and reach as many people as possible. According to Bell Media, we can infer these two performance statistics:

  • An estimated daily reach of 265,000 people.
  • An estimated campaign reach of 8.2M people.


The point of this case study is to take a look at how this campaign went, the skills that we’ve developed and the creativity we utilized to overcome a challenge that we, as an agency, hadn’t had to tackle in the past.


At Toast Studio, we have multiple teams that can work together if the project requires it. In this case, we combined
3 of our teams to produce this vast amount of content. The digital strategy team came up with the content plan, the general strategy and the look and feel that the content should all have in common. The production and post-production teams worked closely together to ensure
the deliverables were following the strategic content briefs.


As a whole, this was a large project that had a lot of moving parts and equally a lot of involved participants. In the end, everything came together as it should and the client was more than satisfied. From an internal point-of-view, this taught us valuable lessons for cross-team management
and co-creation.

On that note, we raise our glasses and say CHEERS
to a successful campaign!