artist: yvan meunier
market: public awareness campaign
technical info: Art created using dry-brush technique.
Design created in Adobe Illustrator.

artist's comments:
In January 1999, Yvan Meunier was approached by Bégin Publicité, an agency for which he was an art director, to develop a visual strategy for event posters for a large public event to be held in Montréal.  These posters were part of a marketing initiative organized by ‘Celebration Canada’ for Célafête in the Old Port of Montreal as well as throughout the province.
 
After exploring different illustrative approaches and reviewing results from a focus group, a visual style rendered traditionally using dry-brush technique and very vivid colors came to light.  Since this first success, the event has kept the same visual branding and has seen its attendance grow each year.
 
Yvan Meunier’s illustrations are printed in large formats and are situated in the busiest sections of the MUC as well as in the subway, on buses shelters and given as free posters at the event.

The effectiveness of the illustration style has proven itsself over the past six years to bring strong brand awareness to an outdoor celebration that is increasing in attendance year after year.
 
Thousands of people, posters in hand, can attest the positive and festive emotions that the art brings to them.