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The "We Cover the West" campaign was developed as a stunt to draw attention to The Montreal Gazette's West Island Gazette insert, an additional section for subscribers in the West Island. Inspired by different urban "guerrilla art" phenomenon, the "We Cover the West" campaign took an ultra literal approach to The Gazette's West Island "coverage" with a stunt that completely covered objects and structures in the West Island in print copies of The Gazette. The effort resulted in scenes as striking as a newsprint man on a city bench, a paper-plastered pumpkin patch, or a bewildered cow gracing a busy street corner.
People passing these installations were encouraged to photograph the scenes and tag them online with a special hashtag to enter a contest, while a "making of" video was suggested in order to extend the campaign in reach beyond foot traffic and West Island locals.
People passing these installations were encouraged to photograph the scenes and tag them online with a special hashtag to enter a contest, while a "making of" video was suggested in order to extend the campaign in reach beyond foot traffic and West Island locals.
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Agency: Bleublancrouge
Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Copywriter: Andrea Usher Jones
Director: Dan Popa
Music: Hexes & Ohs
Director: Dan Popa
Music: Hexes & Ohs
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2012 Prix Média - Non-Standard Media, Grand Prix
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