When Universal Music Canada executed a media buy on Clear Channel Canada’s out-of-home network on behalf of their client, Toronto rap mogul Drake, they didn’t blanket the city with billboards or dominate a subway station. Universal quietly bought a single billboard for 28-days, and selected a strategic location aside a busy expressway.

As the sun rose over Toronto’s Gardiner Expressway on the morning of Wednesday, November 4th, Universal’s billboard went live. On it were just 3 words, a number, and a simple graphic.

Read the full story here: brandedcities.ca/drake-viral-billboard