Mobile phone carrier Fido has launched a street and mobile campaign touting its sponsorship of Fido Sessions, a series of arts and culture events in Toronto.

The campaign includes two 30-foot balloon figures known as “Fidolls,” which were placed at either end of the city earlier this week. The only information on the unbranded white figures, one male and one female, is a call to action urging consumers to send a text to a mobile Internet site, where visitors can find information about Fido Sessions, a Toronto art series that began this month at local galleries.

These smaller events were teased by scaled-down Fidolls, rendered on city streets through sidewalk washes, chalk sketches, projections, wild postings and even smaller Fidolls hanging from trees.

This week marked the debut of the large Fidolls, which were unveiled to promote the main Fido Art Sessions event, held on Aug. 27. As this date approaches, the two Fidolls will come closer together each day until they meet on the roof of the venue the night of the event.

Sebastien Moise, Fido’s marketing manager for Ontario, said the Sessions concept, which will be further developed through travel and design-oriented events in the coming months, allows the brand to pinpoint its target audience of urbanites (25-39).

“The objective was to create a proprietary series of events that Fido could bring back year over year,” said Moise. “The Sessions platform is based on a lot of consumer research and looking at our target market and what they enjoy. Art was one, culture was one, travel was one and design was one.”

Fido is known for using dogs in its advertising, but Moise said that to promote Sessions it was important to take an approach that downplays brand iconography and focuses on the events.

Moise said a travel-focused Fido Sessions series will follow in the fall, with a design-focused series set to appear closer to the winter holidays.

The Sessions concept was created by Fido in association with BOS Toronto, which also supplied the Fidolls creative. The Sessions events are handled by Toronto’s District Lifestyle Marketing, while Magnet Mobile Media developed the text and mobile website components.

According to Moise, Fido does not plan to support Sessions with any above-the-line marketing.