Objective: For Quebec’s national holiday, we created an event on the web to celebrate the brand’s tag line "Proud to be Blue". Blue is the name of the product and a common nickname given to the people of Quebec.

Target group: Internet users from Quebec, 18 to 24, that have been browsing the Blue web sites for years.Synopsis: BBDO Montreal contacted proud Quebecers living abroad and invited them to register and send in a picture that shows them raising their glasses to Quebec. The site went online on June 24, Quebec’s national holiday and was broadcasted to Bleue.com users.