Global pop icon Hilary Duff took the stage for her first tour in nearly 20 years and unexpectedly gave a Canadian classic Schneiders Loonie Dog its ultimate pop-culture moment by eating one live on stage. Naturally, the internet lost its mind.
Maple Leaf Foods and No Fixed Address moved FAST to turn the iconic moment into a real-time, digital out-of-home campaign surrounding the venue ahead of her second show tonight. Playing off one of her most iconic songs, the creative pairs “What Dreams Are Made Of” with the famous $1 stadium staple she enjoyed on stage just 24 hours earlier.
The entire thing was conceptualized, approved, and deployed in under 24 hours.
“When a cultural moment like this happens organically on stage, agility is everything,” said Shawne Elnicki, Group Account Director at No Fixed Address. “You can’t manufacture this kind of magic. Hilary gave the Loonie Dog its moment in front of her fans and our job was to make sure it lived beyond the stage.”
As of tonight, the boards are officially live outside of the RBC Amphitheatre.
