Beautiful images

This year, Cartier celebrates 30 years of existence. The agency also commemorates the great names that helped it forge its identity over the years. In this special edition about print media, we couldn’t leave out the immense support of Jacques Delisle, not only for the agency and its clients, but for culture in Québec as a whole.

From the emblematic poster for the film Valérie1 to the immediately recognizable Van Houtte2 logo, he has imprinted himself on the on the imagination of people in Québec by the impactful stroke of his pen, his way of summarizing a story in a few lines, and his unique sense of colour.

A little story about a creator
Jacques Delisle created the 2+2 graphics studio in 1965, at the age of 22. It was in the basement of the parents of his associate Richard Desormeaux that the history of an illustration house that made its mark on the Québec advertising landscape began.

Very quickly, 2+2 developed a unique graphic style, becoming, in the 70s, a reference in Montréal. The celebrated posters, notably for mildly erotic films like Valérie and L’initiation, contributed to the fame Jacques Delisle and his studio because of their original visual language, startling and provocative for the time.

In 1999, Cartier purchased 2+2, with whom it had been working for several years. Benoit Cartier, who has always had a talent for surrounding himself with the best, understood that the creativity of Jacques Delisle and his team would no doubt enhance what the agency (founded in 1991) could offer its clients. The rest, as they say, is history.

A successful main visual
For Jacques Delisle, a main campaign visual that really works must stem from a sound fundamental idea, and not be merely an exercise in esthetics. As advertising people, we sell ideas, we must make the message move. And that starts with a good concept. This is what contributed to 2+2’s reputation. The team didn’t produce pretty pictures, they participated in the development of concepts and overall creative. No false divisions between creative and production here. They worked in a collegial manner, where the sharing of ideas was paramount. A notion that is still alive and well at Cartier, and part of the creative vision bequeathed by Jacques Delisle.

Rigorously creative
When we ask Mr. Delise whether one campaign really struck him, he replies that it’s difficult to speak of only one campaign. For him, all of his projects were interesting and creative. However, with deeper digging, we are treated to a few tasty anecdotes about some of these projects, testaments to an era and a way of doing things, that in certain aspects, have greatly changed over the years (roles in an agency, for example, much more defined than before, more specialized and perhaps less multi-dimensional), and for others that have stayed the same (delays in delivery!). From promotions highlighting Youppi to scratch cards for Loto-Québec, not to mention St-Hubert, Jacques Delisle certainly contributed to the growth of major brands.

Today, at age 80, he’s still passionate when we talk to him about creative, doesn’t hesitate to give his views about today’s advertising, and is always ready to get involved in a project that excites him.
All the best.

For more about Jacques Delisle, click here.

1. Poster: L’initiation. A film by Denis Héroux.
2. Poster: Mange d’la marde. Promotion by studio 2+2 for agency clients that was a success throughout Canada. The offices of Pierre-Elliott Trudeau and Bourassa bothordered copies, a nod to the events of 1970 and the famous “qu’ils mangent donc de la marde” shouted by the prime minister at the truckers of the Lapalme company.
3. Poster: Tiens-toi bien après les oreilles à papa… A film by Jean Bissonnette.


Carter life