Client
CBC (Presenting Sponsor, The JUNO Awards 2025)
Event
JUNO Awards Community Activations
Attendance
1000+
Location
Surrey, BC - JUNOS Plaza Community Party, Vancouver, BC - Outdoor Street Party at Vancouver Art Gallery North Plaza
Off The Reel
Event Overview
As The JUNO Awards returned to Vancouver in 2025, CBC extended the celebration beyond the televised stage with large-scale, free community activations across the Lower Mainland. Off the Reel was hired to engage the public across three days, activating one day at the JUNOS Plaza Community Party in Surrey and two days at the Vancouver Street Party held at the Vancouver Art Gallery North Plaza.
These outdoor events welcomed families, music fans, and passersby to take part in the JUNO experience, no ticket required.
Event Goals
CBC’s objectives were ambitious and clear:
- Engage the public in an inclusive, accessible way
• Handle large volumes of foot traffic smoothly
• Build excitement around the JUNOs brand
• Encourage participation rather than passive viewing
• Create highly shareable, celebratory moments
• Deliver a scalable activation suitable for national events
This needed to work at speed, outdoors, and with constant flow.
Off The Reel
The Off the Reel Solution
Off the Reel delivered a Video Activation & Roamer Booth Photo, designed specifically for high-traffic, outdoor environments.
Over three days, our team:
• Moved through crowds capturing professional photos
• Filmed short 10-second celebratory video clips
• Invited guests to step into the spotlight and feel like JUNO winners
Each participant was encouraged to:
“Accept” an award
Thank friends and family
Have their main-character moment
All content was delivered digitally, featuring clean, branded CBC and JUNOS overlays, making it instantly shareable while keeping the brand front and center.
Off The Reel
Results & Impact
The activation generated nonstop participation, laughter, and excitement throughout all three days, with over 1,000 people taking part. The Roamer Booth format proved ideal for fast-moving crowds, removing barriers to entry and allowing spontaneous, joyful engagement.
Key outcomes included:
• High-volume participation across multiple locations
• Strong brand visibility in outdoor, public spaces
• Authentic, emotional reactions captured on video
• Shareable content that extended the JUNOs experience beyond the event footprint
The experience successfully transformed everyday attendees into part of the JUNO story.
Key Takeaways
This activation demonstrated how mobile, interactive experiences can scale seamlessly across cities and audiences. By combining movement, performance, and storytelling, Off the Reel helped CBC turn public spaces into moments of celebration, giving everyday Canadians the chance to feel like stars while amplifying one of the country’s most recognizable cultural brands.
The JUNO Awards activation is a strong example of how experiential media can support:
• Community engagement
• Broadcast-adjacent fan experiences
• Sponsor visibility
• Scalable national activations
All without slowing down the crowd.
info@offthereel.ca
If you have any questions regarding our service, or if you’re looking for something custom, get in touch with us via e-mail and we’ll be more than happy to help you out.
778-709-9917
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