Sico is trying a new promotional approach for its paints, using ads at Montreal bus-shelters. The ad spaces are fitted with sensors that capture passing colors, and immediately pull up a matching paint swatch from Sico’s database. Sico, which is part of PPG Architectural Coatings, teamed up with Sid Lee Studio to promote a line of paints sold exclusively at Quebec’s Réno-Dépôt retail chain. The studio partnered with Astral Out of Home advertising for the installation. A previous campaign, in 2015, matched the changing colors of the sky. One intent with this latest effort is to drive traffic to the Sico and Réno-Dépôt apps, which also have the ability to scan colors and find swatches.