Little Canada Comes to Life in Toronto’s Subway Stations

​iProspect Canada, a Dentsu company, in collaboration with Little Canada and Pattison Outdoor and the TTC, launched an innovative digital out-of-home (DOOH) execution that helps redefine the limits of creative media in public spaces.

As the first campaign of its kind in Canada, the placement integrates a high-resolution static mural of Little Canada inside Toronto’s TTC stations (Queen and Dundas stations) with a miniature working digital board embedded directly into the scene. The digital element replicates a live scene that visitors will see inside the Little Canada exhibit, creating a captivating mirror effect and a natural extension of the experience.

This innovative placement was developed to boost awareness and foot traffic to Little Canada by blending storytelling, media, and technology in a contextually relevant location, just steps away from the attraction itself. With this integrated execution, iProspect and Dentsu Creative Canada deliver precision in media placement and creative.

Over its 28-day market run, the campaign generated 4,011,657 total impressions, including 2,373,028 impressions at Dundas Station and 1,268,484 impressions at Queen Station, with an additional 370,145 impressions of digital added value.

“This is a great example of experience innovation in the real world,” said Shannon Gill, group account director at iProspect. “It’s not just about visibility, it’s about capturing imagination, sparking curiosity, and bridging digital and physical worlds to drive action. We’re proud to bring this first-to-market idea to life with our partners at Little Canada, Pattison and the TTC.”

The creative concept was led by Dentsu Creative Canada, who worked closely with iProspect and Little Canada’s brand team to ensure the execution captured the attraction’s immersive and whimsical spirit down to the tiniest detail. Much like stepping into Little Canada itself, the work creates a meta in-real-life experience where everyday surroundings are transformed into miniature moments of discovery. The OOH creative features a scene from Little Ottawa, one of many destinations at the attraction, including Little Niagara, Little Toronto, Little Golden Horseshoe, Little Gatineau and Petit Québec, Little West Coast, and Little East Coast. The experience will soon expand with the opening of Little North, featuring the Yukon, Nunavut, and Northwest Territories.

“This collaboration reflects exactly what Little Canada is all about: discovering Canada through a new lens of wonder,” said Heidi Wallace, senior leader, marketing at Little Canada. “The artistry and attention to detail in this execution echo the miniature world we’ve created, where big stories come to life in small scale. It’s a way to bring a little piece of Canada’s magic into the everyday commute. At Little Canada, we believe the world could use a whole lot more Canada right now.”

This initiative is part of a broader brand awareness effort for Little Canada and signals iProspect’s commitment to pushing the boundaries of media innovation. It also demonstrates how creative strategy and media execution, when tightly aligned, can deliver memorable consumer experiences, even on a subway platform.