OFF by Cossette Montreal for Infopresse

OFF

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Industry Consumer & Public services
Media Print, Magazine & Newspaper, Design & Branding
Market Canada
Agency Cossette Montreal
Creative Director Barbara Jacques
Art Director Richard Bélanger
Copywriter Thimalay Sukhaseum
Released June 2012

Awards

One Show 2013
One Show Design Brand Identity / Brand Identity - Campaign Merit

Credits & Description

Type of entry: Brand & Identity Experience
Category: Consumer Services
Advertiser: INFOPRESSE
Product/Service: OFF
Agency: COSSETTE Montreal, CANADA
Advertiser INFOPRESSE
Product OFF
Entrant COSSETTE Montreal, CANADA
Type of Entry: Brand & Identity Experience
Category: Consumer Services
Title: OFF
Advertiser/Client: INFOPRESSE
Product/Service: OFF
Entrant Company: COSSETTE Montreal, CANADA
DM/Advertising Agency: COSSETTE Montreal, CANADA
Co-Chief Creative Officer: Antoine Bécotte (Cossette)
Creative Director: Barbara Jacques (Cossette)
Art Director: Richard Bélanger (Cossette)
Copywriter: Thimalay Sukhaseum (Cossette)
Account Manager: Dominic Langdeau McGee (Cossette)
Lead Strategist: Florence Girod (Cossette)
Strategist: Pierre Bernard Dow-Blanchet (Cossette)
Strategist: Sophie-Annick Vallée (Cossette)
Typography: Richard Bélanger (Cossette)
Motion Designer: Hugo Brochard ()
Tape Art: (Pica Magazine)
Brief Explanation
How to stand out from the mind-boggling number of other conferences already on the market? How to attract business clientele to this new event format when its reputation hadn't been established yet? How could we reconcile the sometimes divergent worlds of business and creativity?
The challenge was to design a brand platform that had as much impact as the conference content.
Describe the brief from the client
Ensure the first edition of the event distinguished itself by generating a lot of buzz and attracting a new generation of visionary business leaders on the lookout for innovative content.


Describe the creative solution to the brief/objective.

We were inspired by the line: 'Mettez-vous à off, on vous met à on' (Switch to off - we’ll switch you on), with energy, light and connections as major thematic elements.
We applied the visual language of power bars and electrical connections in a variety of ways throughout the space. In addition, we created animated, personalised, typographic introductions to reinforce the idea that the impressive line-up of speakers were there to spark people’s imaginations and fuel their creativity.
Throughout the day, artists working with 'tape art' gradually filled the space, fully immersing participants in the experience.


Describe the results in as much detail as possible.

There was so much buzz that in less than 30 days, Infopresse 'off' had completely sold out.
Our goal was to reach to reach a target audience of upper echelon attendees, and we did indeed attain this objective — half of the participants included presidents, vice-presidents and managing directors from the business world as well as cultural organisations.
There was another first — many attendees reported that instead of sitting through an endless stream of speeches, as in traditional conferences, they enjoyed an inspiring, enriching and immersive experience.