If you walked past Union Station on Nuit Blanche, then not only did you see the colourful 3D projections light up its wall, you also witnessed part of an advertising revolution.

First, water flooded the inside of Union Station, before smashing the windows and began flowing to the ground.

Then, tetris blocks began falling on the roof, narrowly avoiding the staff working the late shift, before the walls finally collapsed, leaving nothing but a clear blue sea and a school of wild fish.

This is known as ‘ambience advertising,’ and was advertising agency Grey Canada’s contribution to Toronto’s contemporary arts festival. And no, you didn’t have to wear those stupid glasses.

“Advertising used be an interruption: you watch your favourite TV show for 15 minutes, before the adverts come and start shouting at you,” said the Grey Canada’s vice-president executive creative director Carl Jones.

“But people have rejected these methods, so now we are looking at creating things that people want to go to. It’s a totally new direction for advertising.”

Jones says it is becoming increasingly difficult to talk to people in this age of smartphones, internet, TV and print.

“It is certainly something we need to embrace, and in Canada, where people are more willing to accept new ideas, clients are buying and paying for this kind of advertising, “ said Jones.

The project was part of Sensodyne’s Iso-active campaign.

Missed Nuit Blanche? Watch our video of the art installations around campus to catch up.