In December 2020, in the midst of the COVID-19 pandemic, the City of Sherbrooke orchestrated a holiday season campaign to entertain the hearts of the population. In collaboration with Commerce Sherbrooke and Destination Sherbrooke, this campaign’s objective was to promote a multitude of festive activities and initiatives to brighten up the holiday season. The challenge of this mandate was to create a bold advertising campaign that is easily adaptable to several media.

The graphic line developed uses an impactful and attractive visual language in order to fully attract the interest of citizens to the proposed activities. The campaign features stylized geometric icons representing the festive spirit of the holiday season, but without falling into the usual clichés. Several activations on the territory of the city have been produced such as a network of urban plots where the population can gather safely. Directional maps have also been created to invite people to the 6 corners of the city without, however, harming health rules and social distancing. This campaign was a real success since Sherbrooke really shone in these rather difficult times.