Marie-Elaine Benoît/
Jonathan Nicol, designers
Andre Marois, writer
Hélène Godin, creative director
Daniel Gendron, Graphiques M&H, typographer
Transcontinental Litho Acme, production
Marie-Pierre Lemieux, producer
Diesel, design firm
Danielle 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.
