Tourism Québec: Québec Originale

Tourisme Québec needed to revamp it's image in a way that cut through the clutter of tired clichés that are often associated with Canadian destinations. Québec Original was launched as a series of campaigns featuring lively, quirky videos that lived on it's website as well as in rich media banners, pre-rolls, social media touch points and European cinemas. In addition, a bold new identity was developed in order to match the vibrant energy of the films. To top it off, a clean graphic language was designed, peppered with translations of the province's colourful expressions.