| 哲学 | In the wake of Montreal’s 375th birthday celebrations, the city is more vibrant, energetic, optimistic and creative than ever before. Montrealers see their city as a huge playground where anything is possible. The proof lies in recent projects such as Living Connections, Cité Mémoire, Aura, Village au Pied-du-Courant and the MURAL Festival, all of which illustrate just how much the city has to offer tourists. It’s in the spirit of all this creativity, which characterizes the city and the experiences it has to offer, that Tourisme Montréal is launching their new communication platform Never grow up, to invite visitors to experience Montreal’s unique state of mind. Much more than a simple slogan, the message serves as an invitation to live Montreal’s unique vibe. A short film, featuring a circus artist flying over the city, was created to launch the platform in the New York and Toronto markets. Set to a song by local Montreal band Half Moon Run, the film shows Montreal from an entirely new and unusual angle. To watch the video: bit.ly/2IIb1kz The six-week campaign also includes multiple out-of-home ads showcasing Montreal’s original experiences, as well as targeted videos, branded content and street art created by the artist Roadsworth. To complete the ecosystem, a creative activation was also put in place, where a dozen bikes with illuminated wheels light up with animations as they roll through the city. The new Never grow up platform has also helped to fuel an evolution for the Montreal brand. It will now be even more colourful, playful and most importantly, livelier than ever. Just like the city itself. For other touristic and creative projects, visit lg2.com. |
