Media is still the “new creative” according to the latest from Astral Media – a B2B campaign targeting media planners and buyers in English Canada.
The campaign’s concept continues a theme meant to demonstrate how creative media buyers and planners are, drawing comparisons to advertising creatives’ supposedly temperamental egos.
The effort from BOS includes a series of videos and banner ads. The campaign uses YouTube’s annotated links at the end of each video so viewers can watch each scene again from the perspective of other characters in the spot (often clients, an account person or the media planner themself).
“Astral’s national slate of sought-after brands and platforms already enjoys a very strong reputation within the advertising community,” said Derev Antikacioglu, Astral Media’s director of branding and corporate marketing.
“This latest execution aims at raising the awareness of media buyers and planners of the near unlimited creative possibilities that Astral offers to reach targeted consumer groups multiple times a day,” said Antikacioglu.
Last week, Astral’s out-of-home business launched an agency-targeted video campaign that features members of creative industries discussing OOH creative.
