Toronto Nuit Blanche is an all-night installation art festival. To promote it the ads themselves could be an installation. For instance, an incorporation of "Scanimation".
Art, particularly a good kind, makes you feel things. During Nuit Blanche people come, walk around, watch, talk, feel. That's basically the idea.
The animation mesh could be anything: a streetcar shelter, fence, bus shelter, etc.
It could also be incorporated at the event itself in bunch of fun ways.