News / AOL Blog

Start Your Engines: Welcome (back!) AutoBlog Canada

Dec 1, 2011

We're proud to reintroduce to you AutoBlog Canada, the site that finds an original story in every car, complete with news, reviews, podcasts, high-quality photography and commentary from Canada and around the world.

Mandated to spark the interest of Toronto's car buffs and create buzz around the redesign of AOL's AutoBlog site,, AOL Canada partnered with Toronto creative agency Sid Lee for a one-of-a-kind street installation curated entirely from recycled autoparts. The billboard underwent production on November 14 with very little concept of how long it will take to construct. But that was the point- to get Torontonians talking, tweeting and scratching their heads whilst bringing the character of AutoBlog Canada to life!

The site features improved integration with social networking, advanced commenting system and user-defined custom viewing. Blend that in with faster load times, improved galleries and fresh wallpaper downloads, the new site will outperform all expectations. In an effort to lead the site redesign, AOL Canada sought out the creative expertise of Sid Lee for a unique marketing campaign to reconnect Canadians with AOL Canada site, AutoBlog Canada. Sid Lee recruited Montreal artist, Karim Charlebois-Zariffa to design the installation out of recycled car parts from Montreal and mount it to a billboard at Bloor and Sherbourne. The whole production was documented and can be seen on AutoBlog Canada – pass it around because A. It's really cool! B. We want to spread the word!

We wanted to explore a new, more visual way to re-connect the AutoBlog Canada site with not only our advertisers but our consumers as well. The site, delivers 2.6M Canadian PVs a month and has been redesigned and relaunched to deliver premium content in a new superior user experience while maintaining the same industry applauded height in sleek design and a smooth ride.

AOL Canada pitched an exclusive to Canada's largest trade publication, Marketing Magazine, to capture the story and making of the billboard and sr. editor, Dave Pankew featured the production on AutoBlog Canada.