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Canadian outdoor firm takes on climate change on digital signage

November 15, 2013

Canadian out-of-home company Pattison Outdoor Advertising is turning its digtial signage and digital out-of-home screens over to the issue of climate change.

In partnership with the Cape Farewell Foundation, the company is presenting a series of screen-based public exhibitions that started in October and run through February that highlight the issues surrounding climate change, aimed at initiating public conversation about choices toward a sustainable future.

Pattison's specially curated local and nationwide public exhibitions, which the company said will engage millions of daily viewers, are part of The Carbon 14: Climate is Culture Exhibition + Festival. The festival features multifaceted programs, including a major exhibition at the Royal Ontario Museum, in partnership with ROM Contemporary Culture, a performing arts festival with The Theatre Centre, and a series of public programs and events, according to the company's website.

Pattison Onestop, the digtial out-of-home division of Pattison Outdoor, has been featuring "Opposing Views," an ultra-short video piece mapping conflicting perspectives once per minute on Pattison's 60-foot-wide media beacon board on Yonge Street, just north of Dundas Square.

"A Rare Perspective" highlights Canadian astronaut Chris Hadfield's photographs taken from space, along with his original tweeted messages, and will play every 10 minutes on Pattison Onestop subway platform screens across Toronto from Nov. 4–17.

Also running Nov. 4–17 is "Drowning World" by photographer Gideon Mendel on Pattison Onestop shopping center screens across Canada. An art project with journalistic roots, "Drowning World" is a long-term, global exploration of flooding.

"I am proud to be part of this groundbreaking exhibition and festival, curating digital experiences that initiate conversation about climate change," Sharon Switzer, arts programmer and curator for Pattison Onestop, said on the website. "Pattison Onestop recently made the move to clean, renewable Bullfrog power for our indoor digital screen networks, and participating in this festival is another way for us to set a positive example."

Pattison also is supporting "#crazyweather," a newly created digital video by Switzer, which is strategically located at the entrance of ROM's Roloff Beny Gallery, introducing the visitor to the Carbon 14: Climate is Culture Exhibition. Switzer combines individual tweets collected over the past year about the weather experienced in different parts of the world.

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