A week before the launch, we teased the public with posters, web banners and mysterious audio messages emphasizing urgent social issues that sound like the ticking of a clock: clima(tic) change, democra(tic) backsliding, and poli(tic)al crises. In addition to setting the table for the reveal of the UdeM slogan, these pieces anchored the visual language of the campaign: illustration.
This set-up led to the reveal of “L’heure est brave”, first with an emotional video, then on the radio, on the Web and in out of home. In the heart of a gray winter, our campaign, with its colourful illustrations and powerful slogans, inspired hope and a desire to join the UdeM in making real change.
