Infuse the RBMA Montréal campaign with a mix of grit and polish to echo the city’s raunchy, free-spirited nature and its European sophistication by creating a rich visual language inspired by the gifted artists shaping the sounds of tomorrow.

The resulting visual identity of RBMA Montréal was a phantasmagoria of all the sensory input concert goers would ultimately be exposed to, reflecting the eclectic mix of artists and musical genres featured during the event.

The campaign visuals featured a random mix of photographs, illustrations and 3D renderings from local artists and artisans in a post-futuristic layering and stripping away of form and color. It was also meant to evoke the improbable cohabitation of divergent images and aesthetics, from the youthful energy of the local music scene to 21st century abstract minimalism.

To create awareness for the event and promote each of the 26 concerts a multimedia campaign targeting local concert goers and tourists in and around Montreal. The campaign included:

- wild postings

- transit shelter advertising

- airport advertising (Montreal and Toronto)

- subway station advertising (static + video)

- online advertising (banner ads, gifs and website take-over ads) on specialized music websites across canada and the United States

- RBMA-dedicated website (updated daily)

- Caps, t-shirts and exclusive collateral material for RBMA participants

Special printed material including personalized notebooks, a catalogue, lanyards, pins and tote bags were also created and offered as gifts to RBMA participants.

The works of art created for RBMA Montréal were displayed in multiple formats throughout the unique urban landscape of Montreal, including a spectacular take-over of the iconic Place-des-Arts metro station and the neighboring St-Laurent metro station in the heart of the city’s entertainment district.

Sales results surpassed all expectations with each concert being either sold-out or attracting very large crowds.

Before the campaign was launched in the fall of 2016, the link between Red Bull and music and awareness of the RBMA were negligible at best (with the exception of select music columnists). But as soon as the creative executions went up (beginning with wild posters and transit shelter advertising), it quickly became the city’s “must-see” event. Awareness increased tenfold.

Journalists from all over the world attended the festival to cover the event.

Even Quebec’s mainstream media offered extensive coverage of the event in addition to underground media outlets.

The client was absolutely delighted by the visual impact of the entire campaign and collaterals.

Many previously unknown local and international performers were discovered and became more popular to Montrealers and tourists visiting the city from around the world.