Antonin Brault/
Léo Breton-Allaire, art directors
Jonathan Rosman/
Marc-André Vigneault, writers
Gilles Legault, creative director
Antoine Bécotte, chief creative officer
Nathalie Boucher, contributing artist
Daniel Cartier/
René Lachapelle, retouchers
Andréa Fortin, strategic planner
Colette Dumay, production manager
Cossette, ad agency
Montreal Canadiens Children's Foundation, client
“The Montréal Canadiens are beyond popular—hockey is a religion here. To generate new donations for the Montréal Canadiens Children’s Foundation, we designed a pair of skate laces that can be worn with pride, for the players—and the cause. Each lace expresses a value related to the foundation’s mission. These values are embraced and embodied by each Canadiens player. The font created to express those values was inspired by the laces themselves.”
