The objective was to rejuvenate the image of this restaurant-brasserie, a Montréal institution whose advertising has been known to play with the ecclesiastical meaning of its owner's name: Lévêque (a Bishop). The concept is a poster series of professional kitchen utensils redesigned with ecclesiastical icons on bright, flat-color background, wild-posted in tile format on downtown's numerous construction boards in the dead white of winter, combined with backlit out-of-home advertising. 24 x 36.