Theatre Du Nouveau Monde: CENAKOVSKI by Cossette Montreal for Theatre Du Nouveau Monde

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Theatre Du Nouveau Monde: CENAKOVSKI

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Industry Culture, Leisure & Sport, Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Canada
Agency Cossette Montreal
Executive Creative Director Antoine Bécotte, Carlos Garavito
Creative Director Barbara Jacques
Art Director Marc-André Rioux
Copywriter Francois Forget
Designer Marc-André Rioux, Isabelle Allard
Illustrator Marc-André Rioux
Released June 2011

Awards

Cannes Lions 2011
Press Lions Posters Gold

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Posters
Title: CENAKOVSKI
Advertiser/Client: THÉÂTRE DU NOUVEAU MONDE
Product/Service: THEATRE
Entrant Company: COSSETTE Montreal, CANADA
Design/Advertising Agency: COSSETTE Montreal, CANADA

Chief Creative Officer: Michel De Lauw (Cossette)
Executive Creative Director: Antoine Bécotte (Cossette)
Executive Creative Director: Carlos Garavito (Cossette)
Creative Director: Barbara Jacques (Cosssette)
Art Director: Marc-André Rioux (Cossette)
Copywriter: François Forget (Cossette)
Account Manager: Sylvie Giroux (Cossette)
Designer: Marc-andré Rioux (Cossette)
Designer: Isabelle Allard (Cossette)
Graphic Designer: Daniel Cartier (Cossette)
Graphic Designer: Nathalie Boucher (Cossette)
Illustrator: Marc-André Rioux (Cossette)

Brief Explanation:
Being one of Montreal’s most anticipated events of the year, every year our key challenge is to create a wow factor and impress the audience as much as the evening itself will – with just a theme, a menu, and no budget. We believe in giving back to our cultural community in Montreal, and have involved suppliers to contribute to this event as well.
Describe the brief from the client:
Montreal’s well-established Théâtre du Nouveau-Monde hosts, once a year, a benefit event that consists of a thematic dinner theatre entitled Cena. Guests are seated on the stage and enjoy performances from the actors, making the evening a one-of-a-kind experience. A renowned guest chef develops a gastronomic menu for 500 people consistent with the year’s chosen theme – this year’s being Russian.
Description of how you arrived at the final design:
We created the theme “Cenakovski,” and proposed to transform the menu into a series of posters to not only promote the event, but also to serve as a take-home souvenir for the attendees. A double-sided monochromatic poster in fluorescent red was created in offset printing, consisting of a unique design on the front, and three different Russian symbols on the back presenting the menu: a Russian doll, a bottle of vodka and a space shuttle.
Indication of how successful the outcome was in the market:
Year after year, we succeed in creating intrigue and anticipation for what the following year’s event will hold.