MONSTER.CA RELEASES NEW CAMPAIGN
By Adnews Staff
Montreal-based job site Monster.ca has begun a new campaign in which replacements are sought for various well-known characters. The campaign consists of two English-language and two French-language radio ads, plus billboard, transit shelter and print advertising. The creative posits a character such as the Prime Minister or Santa Claus leaving their position. Monster.ca is described in the ads as the resource that will find the character's replacement. Radio advertising began a five-week run in major Canadian cities on Sept. 22. Billboard, transit and print advertising broke a week later in the same cities. The print ads are running in The Toronto Star and La Presse newspapers. The campaign was created jointly by Arnold Worldwide of Toronto and Arthur Merlin of Montreal.