CHALLENGE

Bell, Canada's biggest telecommunications company, has sponsored the Montreal International Jazz Festival for the last 18 years. This year, Bell wanted to re-energize its partnership.

The objective was three-fold: stand out as Festival sponsor in an already crowded environment, bring Bell and the artistic community closer together and position Bell as a leader in new technologies.

SOLUTION

In the Bell Space on the festival site, we asked local graffiti artists to create a large-scale work each day that was inspired by the music around them. The performances were filmed daily and edited into time-lapse videos. The day after, the public could not only watch a new work being created live, but could also view, in augmented reality, the previous days’ creations.

A mobile application specially designed for the Festival recognized the work and mapped over it a time-lapse video of the work being created. Festival goers had only to capture the work with their smartphone to relive its creation.

On Facebook, the “Le jazz se dessine” app allowed users to also view the videos and learn more about the artists.

RESULTS

Bell reached thousands of people each day through this sponsorship activity. In a matter of 10 days, there were 534 app downloads and 3,981 video views. The “Le jazz se dessine” event and participating artists were also featured in the media on LSN, Nightlife and CTV, and in La Presse.

Not only did Bell extend its visibility beyond its traditional audience, it also showed its generosity by offering five local artists a chance to create their art in front of festival goers.

The event was such a success that we recreated it during the Toronto International Film Festival.