There are no special regulations surrounding branded entertainment in Quebec. All the standard regulations apply, but there is no specific mention concerning branded entertainment.

For the Fall 2011 campaign, we wanted art to pay service to comfort. That’s why we asked Gérard DuBois to put his individual spin on what comfort means to him, on a 8-foot high canvas in the shape of a giant milk carton. The artist had 1-week to complete his project.The concept was then declined into numerous forms: from 3D milk-carton shaped billboards to wild posters to traditional billboards to murals.

The campaign was launched in March 11 2012. We do not have any significant statistical information to share at this moment.