BMO transforms a transit staircase into a pancake stack in a clever OOH ad for BMO Kids’ Day. Discover how design and public space create impact.

Advertising You Can Almost Taste

This summer, BMO (Bank of Montreal) served up something delicious—but visually. In celebration of BMO Kids’ Day on July 9, a staircase in a Canadian public transit station was transformed into a mouthwatering stack of pancakes with syrup, thanks to a brilliant piece of out-of-home (OOH) advertising.

Creativity at Every Step

This campaign proves that billboards aren’t limited to walls. Stairs became the perfect canvas to create a striking optical illusion when viewed head-on. The design delivers warmth, joy, and familiarity—perfectly aligned with a day dedicated to children and families.

Immersive OOH in Everyday Spaces

This kind of execution shows how creative OOH advertising thrives in high-traffic urban environments. Instead of simply displaying a message, it interacts with its surroundings to create an experience. It's not just seen—it’s felt.

The Power of Design in Motion

When used in public transit locations, campaigns like this allow brands to turn routine moments into something extraordinary. In this case, commuters don’t just walk up stairs—they climb a delicious tower of pancakes. That playful twist makes a lasting impression.

Conclusion: Everyday Spaces as Creative Canvases

BMO’s Kids’ Day campaign is a perfect example of how brands can transform the ordinary into the memorable. Through outdoor creative advertising, the message becomes an experience—something to see, enjoy, share, and remember.