At the corner of Saint-Laurent boulevard and Mont-Royal avenue, this English OOH ad lives simultaneously with its French counterpart on the opposite corner.

Au coin de Saint-Laurent et Mont-Royal, cette affiche existe simultanément avec sa contrepartie anglophone de l’autre côté de la rue, qu’elle complète.

The same OOH ads exist on several other important Montreal intersections: Avenue du Parc and Laurier; Saint-Urbain and Sherbrooke; Jean-Talon and Saint-Laurent, as well as several others.

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City of Montreal

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Quebec’s new Bill 96—which reinforces Bill 101’s mandate to make French the province’s foremost language—causes minor rifts between the francophone and anglophones communities. In the shockwave following the adoption of the bill, the City of Montreal is out to reaffirm clearly and cleverly its long-established identity: a bilingual metropolis where co-existing French and English do more than enrich life: it defines it.

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Idea: A campaign that combines three elements typiquement Montreal: bilingualism, a strong sense of place, and street art. On opposing street corners, bus shelters showcase one French and one English version of a message featuring the very intersection on which it lives. Buildings are stencilled with the bilingual message, once again featuring the specific street corner where it stands. And billboards near the Mont-Royal display a bilingual message which outline resembles the Mountain’s.

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