Parc Olympique
New Advertising Campaign 2017-2020

The Purpose

The purpose was to promote the Olympic Park for a period of three years between 2017-2020 by turning it into the perfect destination for sports, culture and leisure, open to both tourists and locals. Many people aren’t aware of what the Olympic Park has to offer or how to take advantage of its improved facilities. Lg2 wanted to show Montrealers and tourists alike that the Olympic Park is one of the many amazing sites that Montreal has to offer. Therefore, the agency needed to revitalize the Park’s image and invite everyone to visit.

The Challenge

The goal of the Olympic Park campaign was to promote the park, pitching it as both a welcoming venue and the perfect destination for sporting, cultural and leisure events for locals and tourists alike. It had to resonate with Montrealers as well as with people from outside the city. The challenge was finding a way to communicate an idea of greatness while inviting people to visit this unique and larger-than-life historical site, in a simple and visually accessible way.

The Insight

The use of symbols and iconography are universal languages that don’t require any text to be understood by all.

The Execution

The campaign consisted of a series of handcrafted print illustrations. All the elements used for the redesign were made by hand. Eighty 1/16” thick cardboard vector shapes were laser-cut and used to create 12 illustrations. The process involved four layers of paint and eight hours of drying followed by six hours to assemble the elements by hand. No glue or strings were used to create the desired perspective and texture. Finally, the shapes were superimposed using piles of coins and photographed using a Phase One IQ260 camera.

The Impact

The campaign period runs from 2017 to 2020, therefore complete results will only be available in two years. However, since the campaign launch, the brand saw over 25% in the number of days of occupation, 12% plus increase in membership sales, over 20% in total attendance and over 34 third-party major sporting events took place at the Olympic Park during the summer of 2017.