Sun Products has begun an out-of-home campaign for its Snuggle brand of fabric softener. The national campaign, called "Get Snuggled," is aimed primarily at mothers. It consists of interior transit ads in Toronto and Montreal, as well as ads in office towers, shopping malls and recreational centres, as well as a mural in the Toronto Skywalk measuring 10 feet by 186 feet. Each execution is wrapped in a plush fabric that has been washed in the product and displays copy such as, "This train has been Snuggled." The out-of-home campaign is being supported with online materials. The campaign was developed by Taxi, in association with PHD Canada, IMA, Astral, Pattison, ExclusiveAd, Pumped and REC Media. "When this creative idea was presented we knew we had a challenge on our hands, as entire out-of-home units had never before been covered in fabric," said Scott Henderson, group account director at PHD.