Loto-quebec Outdoor ANAMORPHOSIS by Y&R Toronto

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ANAMORPHOSIS

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Industry Lottery & Gambling
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Canada
Agency Y&R Toronto
Creative Director Daniel Poirier
Art Director Francis Lévesque
Copywriter Julie Desrochers
Account Supervisor Janie Thériault
Released January 2012

Credits & Description

Category: Transit
Advertiser: LOTO-QUÉBEC
Product/Service: MOTS CACHÉS
Agency: SAINT-JACQUES VALLÉE YOUNG & RUBICAM BRANDS
Creative Director: Daniel Poirier
Copywriter: Julie Desrochers
Art Director: Francis Lévesque
Account Supervisor: Janie Thériault
Other Credits: Marie-Andrée Bertrand - Chief Operating Officer

Ambient Execution Description
We turned the brand's logo into an anamorphic image, i.e. a reproduction of the logo that could be 12 feet high and 40 feet long, while appearing to be deformed unless seen from a specific vantage point. Again, this called upon our audience to play with the brand. We created three anamorphic versions of the logo and installed them in the busiest Montréal subway stations.