Quartier des Spectacles

CAN’T BE DONE IN A SNAP

As Montreal’s festival season approached amid a cultural labor shortage, this campaign celebrated the people who bring the city’s culture to life—those whose hands make it all possible. The creative concept revolved around the power of human touch: every gesture, craft, and collaboration that keeps the show going. Bright, inclusive visuals paired with hand illustrations captured the warmth and collective energy of the cultural scene. A joyful tribute to those who prove that magic doesn’t happen in a snap—it’s made by people.