This was a Campaign for Montreal’s #1 rock station CHOM highlights rock music as a familiar and cherished presence in people’s everyday lives.
Working with the phrase “We’re in it for Life,” the campaign uses song titles and lyrics to illustrate our day-to-day routines, major milestones and life paths.

The campaign’s message that rock is a perennial fixture in people’s lives took the form of outdoor posters, TV, radio and web. Including Lenticulare technology to change the posters’ text depending on the viewing angle with song titles like “Stairway to Heaven” and “Highway to Hell”. Highway billboards which refer to weekday schedules, the day’s weather. TV spots featuring lyrics without music challenged viewers *not* to hear the voices of rock icons in their heads, and radio spots playing out riffs of thematically relevant songs in tones from a phone’s key pad.

Agency: Bleublancrouge
Creative Director: Gaëtan Namouric
Art Directors: Bartolomé Graziana, Martin Dupuis
Copywriter: Alexandre Emond-Turcotte

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