A new ad campaign for the Quebec Institute of Graphic Communications by Taxi Montreal invites readers to imagine a world without printing – and to realize how implausible that would be. The Institute aims to recruit Quebec youth by highlighting the pervasiveness of the printing industry, in the hope of attracting the next generation of printing experts.
The new creative features a print ad that takes people on “a voyage to the fantastic,” starring a mermaid sporting a hockey jersey enjoying a brewsky in her local bar. The idea is that a world without printing is impossible – just as mermaids are impossible.
In keeping with the message, the accompanying web page bears a very print-like style.
“If you take away printing, you take away everything from magazines, packaging and t-shirts to road signs,” said Alexandre Gadoua, creative director at Taxi. “Next year we’ll do more executions that will appear in rotation. This is our first punch, a stepping stone to future work”.
Next year’s print campaign will be accompanied by live stunts that focus on something that carry forward the “impossible” concept.
This is the first time the Institute has collaborated with Taxi. Gadoua said the creative execution was done “almost pro bono,” with media donated by TC Media.
The ad, created in French, was adapted for English speakers. It’s appearing in TC Media dailies and Metro transit dailies.
