Cannes Lions
SAINT-JACQUES VALLÉE YOUNG & RUBICAM BRANDS, Montreal / LOTO-QUEBEC / 2012
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Execution
We turned the brand's logo into an anamorphic image, i.e. a reproduction of the logo that could be 12 feet high and 40 feet long, while appearing to be deformed unless seen from a specific vantage point. Again, this called upon our audience to play with the brand. We created three anamorphic versions of the logo and installed them in the busiest Montréal subway stations.
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