Y&R takes the opportunity to demonstrate Ford’s commitment to Quebec’s local music scene. Exposing emerging French artists within their owncommunities, Y&R produced a limited-edition LP that featured 5 of Quebec’s up-and-coming artists. During the Festival d’été de Québec, two ‘walls of sound’ were erected in high-traffic festival locations. The record albums on the wall were free for the taking. Over 400 albums disappeared in under 3hours. And the remaining outdoor board invited visitors to share their tracks and tweet their reviews, sharing their opinions about Ford, the festival and the local Quebec music scene. Also print ads was made for the 2012 edition of the Montreal Francofolies.