, designersAndre Marois
, writerHélène Godin
, creative directorDaniel Gendron
, Graphiques M&H, typographerTranscontinental Litho Acme
, productionMarie-Pierre Lemieux
, design firmDanielle St-Denis
, Place des Arts, client
Unlike its mother brand, Place-des-Arts, which mainly appeals to an older and more sophisticated clientele, La 5ième Salle, with its contemporary arts programming, was seeking to reach a much younger customer. The message would therefore be 'It really gets to you.' With unique and modern imagery, this art form becomes non-elitist while communicating that experiencing a contemporary performance should not be considered an effort. The campaign was mostly deployed in the francophone media. 20 x 30, 4-color.