Destination Québec 'Québec City, an inspiring destination' campaign.
The campaign goes beyond simply showing off the region’s attractions to give voice to the residents who truly make the city special. Their testimonials about the region are captured in a short documentary that explores the city and brings to life their experiences within it. The stories these Québécois de Québec share inspired two artists to create the colourful mural at the heart of the campaign, a tribute to the renowned Québec City mural, the Fresque des Québécois.
To resonate with residents and tourists alike, the creative concept had to be both unifying, inspiring and authentic. That’s why the campaign's narrative draws on the real-life stories of a Toronto anglophone, a Wendat singer, a Belgian immigrant, a retired boxer, a literary columnist, a young history teacher and many other locals who all share a deep love for the Québec City region.
Storytelling is the inspiration for the spectacular new mural created for the campaign at the heart of Québec City’s Saint-Roch district. The mural artists, Korb and Ax, translated the words and emotions of the people featured in the video into images, ultimately bringing a new attraction to life. As Montrealers with no first-hand knowledge or experience in the region, the artists immersed themselves in the stories captured in the video to “see” the region through fresh eyes.
The mural is a work of art for and from all residents of Québec. It is a reflection of their colourful personalities and the unique mix that makes the region so vibrant.
Credits:
Client: Québec City Tourism - Robert Mercure, Éric Bilodeau, Julie Genest
Client: Québec City Tourism - Robert Mercure, Éric Bilodeau, Julie Genest
Mural artists: Korb and Ax
Creative Director: Alexandre Jourdain
Copywriter: Mourad Bouaziz, Roxanne Pelletier
Art Director: Romain Joveneau
Client Service: Claudia Trudeau
Creative Director: Alexandre Jourdain
Copywriter: Mourad Bouaziz, Roxanne Pelletier
Art Director: Romain Joveneau
Client Service: Claudia Trudeau
Strategist: Laura Danino
Maquettiste: Magali Lafleur
Agency producer: Nancy Mc Donald
Director: David Findlay
Director of photography: Farhad Ghaderi
Production team: Guillaume Arsenault, Léonard Sarran
Production house: Les Enfants
Music: Circonflex
Post-Production: Outpost
Maquettiste: Magali Lafleur
Agency producer: Nancy Mc Donald
Director: David Findlay
Director of photography: Farhad Ghaderi
Production team: Guillaume Arsenault, Léonard Sarran
Production house: Les Enfants
Music: Circonflex
Post-Production: Outpost
Editor: Louis Chevalier-Dagenais
