Something fishy

Parc Aquarium du Quebec is baiting visitors with a colourful outdoor campaign that includes unique media executions like posters on interior bus roofs and wrapped 'fish benches.' The latter plays on the common French expression banc de poisson, which can mean a group of fish or in this case, quite literally a bench of fish.

Parc Aquarium du Quebec is baiting visitors with a colourful outdoor campaign that includes unique media executions like posters on interior bus roofs and wrapped ‘fish benches.’ The latter plays on the common French expression banc de poisson, which can mean a group of fish or in this case, quite literally a bench of fish.

‘It’s a funny play on words,’ explains Michel-Alex Lessard, general director at Quebec City-based Identica Branding & Design, a division of Cossette. There are seven bright-orange bench executions in total. All are located at malls, a common hangout for the family target.

Other transit, wild postings and washroom executions blanketed the Quebec City region to the point of being impossible to ignore. ‘Quebec City was plastered with the campaign – it became the talk of the town,’ says Lessard, adding that Identica pushed to keep the creative as minimal as possible to help the message break through.

The creds

advertiser: Claude Beaudoin, Élaine Ayotte, André Roy, Parc Aquarium du Québec

agency: Cossette Communication-Marketing

VP/CD: Yvon Brossard

ADs: Jean Lafrenière, Sonia Girouard

production: France Laberge, Claude Tardif

media planner: Cécile Falardeau

account services: Michel-Alex Lessard, Martin Bureau, Guillaume Mathieu