The offensive, carried out by the Montreal-based Rouge On Blue agency, will be available in a variety of media, including highway signs, bus signs, subway signs, street furniture, banners and wild signs. It will be presented in three phases, until October 2020.
The first phase, which begins on October 24, 2019, will focus on different variations of the Montreal skyline in reference to the panorama and the breathtaking views that visitors will be able to admire from the future Observatory which will culminate at the summit of the Oratory. The skies will change on animated digital signage, highlighting the light of day, a sunset and a night sky.
“In a context where Quebeckers are solicited by many charitable causes, the challenge was significant in order to be able to stand out. We had to succeed in conveying the right message and touching both the emotion and the imagination by detaching ourselves from the strictly religious character of the place, since the Oratory is also an emblem of the heritage that shines Montréal by hosting more than 2 million of visitors from around the world annually, “says Céline Barbeau, Director of Communications Services at the Oratory.
“The new observatory in the dome lantern will be the highest point of view of the city, at 360 o. It is in this perspective that the visual campaign took shape, highlighting this breathtaking view of the sky. So we bet on familiar expressions that are used in everyday life, with the sky in reference. We join a large audience, regardless of the beliefs of each, “said Lionel Pardin, president and strategist of Red On Blue.
The website will allow visitors to share their attachment to the Oratory, learn more about the great development project and make donations.
Rouge On Blue Team
Strategy of the campaign: Lionel Pardin (strategist – founder)
Identity development and campaign design: Sébastien Guy (creative director)
Creative co-direction and key messages of the campaign: Thomas Nelligan
Project Manager: Hala Tazi
Team Saint Joseph’s Oratory of Mount Royal
Director of Communications: Céline Barbeau
Communication Advisor: Danielle Decelles
Massy Forget Langlois Public Relations
Chair: Mylène Forget
Councilor: Geneviève Cormier
Coordinators: Christella Massimo and Chloé Chagnon
Media Strategy: Diane Marcil, SMP Media