"Be seen", uVU's contest slogan was lg2's direct inspiration. The plan was to create pieces that embody the idea of being noticed and incite the curiosity of the target audience. A vivid colour scheme, oversized dimensions and bold contrasting fonts that play upon texture were all used to attract the eye, invite attention and entice interaction. Seeing as the client is also one of North America's biggest paper distributors, the aim was also to reflect the identity of the company within the creative pieces.

Launched in March 2016, the OOH campaign featured posters in bus shelters and metro stations across the island of Montreal. The tag line, "40 Years of Amazing Memories" is reflected in the visuals that capture some of the Park's most iconic moments. These include performances from Bono and Madonna, a visit from the pope and a Mohammad Ali boxing match. The retro ' 70s look is achieved with a colour palette that embodies the Olympic colours (red, blue, green, yellow and black) and a clean graphic style that pays a fun and authentic tribute to the iconic monument.

The Montreal Olympic Park is one of the few Olympic stadiums in the world that has been modernized and brought back to life since its games. The anniversary campaign and the Park's new image have created a beautiful new symbol of Montreal that does residents proud.

The campaign's graphic identity honours the official Olympic Park structure in a fun and witty manner, with the architectural profile of the stadium becoming a central element to the campaign. The goal was to pay tribute to the stadium by referencing some of its most iconic moments over the past 40 years. Aimed at Montreal tourists and residents, it was intended to generate interest and excitement about all that the Park has to offer.

Montreal's Olympic Stadium is an iconic part of the city's landscape that had faded into the background. lg2boutique was mandated to reignite the flame and give this building back its prestige - revitalising its image and its facilities in order to generate more visits. One element of the 15-year campaign was to create a vibrant OOH advertising campaign celebrating the Olympics Park's 40th anniversary. It needed to pay tribute to the Park's most amazing moments, capture its timeless spirit and reflect the retro design of the building.