DQ Canada Turns Snowbanks Into a Giant Blizzard Out-of-Home Campaign

Winter is loooooooong in Canada, and for most Canadians, giving up ice cream for four months out of the year is simply not an option.

To remind Canadians that DQ Blizzards are the ultimate frozen treat, even in the snowiest conditions, DQ is installing “Blizzard Banks” across the country.

Using the ubiquitous mounds of snow that appear throughout winter, DQ is creating non-traditional out-of-home (OOH) placements. These installations leverage 7-foot-tall DQ red spoons and giant Smarties mix-ins to transform snowbanks into “DQ Blizzard Banks”.

To bring further excitement and interactivity to the campaign, passers-by who find “DQ Blizzard Banks” will have a chance to scan a QR code on the red spoons for a chance to win free DQ Blizzards for a year.

"Dairy Queen has always been about creating moments of joy and happiness for our fans, and DQ Blizzard Banks are the perfect embodiment of this," said Candida Ness, vice president, marketing, Dairy Queen Canada. "We are thrilled to offer this fun and interactive way to celebrate the season and encourage people across the country to enjoy a sweet treat.”

This chilly activation is further amplified by partnerships with well-known influencers in each participating market, bringing the campaign to life across social media. Moreover, with the help of a partnership with The Weather Network, DQ ensures that participants know exactly when a DQ Blizzard is set to "touch down" in their town.

“DQ Blizzards are such an iconic and well-recognized treat that we couldn’t pass up the chance to have some fun with them,” commented Vini Dalvi, chief creative officer, Publicis Toronto. “Ultimately, we want people to think of DQ Blizzards every time they see a snowbank. By creating Blizzard Banks, we’re simply reinforcing something that people already know… DQ Blizzards are the ultimate treat regardless of weather conditions.”

The first run of the campaign began on February 21st in Ottawa, Winnipeg, Collingwood, Whistler, and Calgary, with chances of more “DQ Blizzard Banks” accumulating throughout the remainder of winter.