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Tourism Yukon in Canada is leaving the light on for its neighbors to the south with this real-time video billboard campaign from agency Cossette and Astral Out of Home.
To encourage folks in Vancouver, British Columbia, to visit the Yukon territory (roughly a 2.5-hour flight), the client set up several billboards designed to give potential visitors a real glimpse of the area’s famous “midnight sun.”
At 11 p.m., after sundown in Vancouver, the billboards spring to life for a couple of hours, streaming live footage of the still-bright sky and epic natural beauty outside Dawson City, Yukon.
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