The project
National ad campaign for the seasonal promotion of RONA hardware stores.
The challenge
This spectacular ad campaign creatively showcased an array of seasonal products on sale at Rona. The concept was based mainly on striking photomontages, with strategic integration of the brand in a portion of the visual mimicking its logo. We had to:
- Transcend the artistic approach, still in the draft stage, to be fine-tuned during production.
- Create realistic photomontages from several stock images, harmonizing the colours and contrast of each element to create a coherent and visually appealing whole, while highlighting the brand outside its usual blue frame.
- Perform technical work on the resolution of each image in prepress to keep the large-format display striking.
The approach
The campaign was a high-stakes effort, as it required:
- Delivering flawless visuals while considering the technical aspects of adapting them to various campaign surfaces and campaign supports.
- Producing creative adaptations in record time. This is where the strength of the m&h model comes into play: the ability to assemble multiple experts into an agile, dedicated project team instantly.
- Working in a Fast-Track model, allowing the Sid Lee team to collaborate directly with each expert on the Workfront Proof platform, refining every detail of the photomontages until the desired final result was achieved.
The autonomy, proactivity and experience of our designers, retouchers and prepress experts enabled us to deliver exceptional-quality work in time for media distribution. It was a tremendous team effort.
The result
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149 print and digital assets.
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Deployment in Montréal, Toronto and Calgary.
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Displays and billboards, outdoor advertising, streetcar wraps, bus shelter ads, a mural at Berri-UQAM metro station, REM transit station displays, Montréal and Calgary bus wraps.
