Brand activation Archives

Steadfast in its commitment to values such as inclusion and respect for diversity, Radio-
Canada proudly supports the Fierté Montréal Festival. It served as a ‘great partner’ for its most recent edition, which was held at the Olympic Park from August 9 to 13, 2023. On-site, Radio-Canada wished to position itself as a vibrant brand and generate buzz and excitement among festivalgoers and the
community.

Mandate

Radio-Canada chose Franchir to help create
and produce its activation around the butterfly –
Radio-Canada’s emblem and official signature
for all its major cultural partnership initiatives.

Objectives

01 – Build engagement with the Radio-Canada brand;Position Radio-Canada as a key partner of the Fierté Montréal Festival and Contribute to Radio-Canada’s standing as a cultural player that supports and embodies inclusion and diversity in everything it does, in keeping with its values.

02 – Create commitment and bring the brand to life in a participatory way, in interaction with festival-goers.

03 – romote photo taking and sharing (UGC) as a way to showcase Radio-Canada.

Concept

It is estimated that there are roughly 150,000 different butterfly species in the world. Each one has its own lifespan, although it’s never very long. The life expectancy of butterflies is extremely brief: from an hour to a few days. Just like our installation, which only runs as long as the Fierté Montréal Festival. Fierté, much like butterflies, reflects a diverse environment, where each being expresses their own colour and identity. But it’s also an insect in constant flux, in a state of transformation. Franchir thus proposes ÉPHÉMÈRE (“EPHEMERAL”), an installation that mirrors the LGBTQ+ community as well as Radio-Canada’s values of evolution, creativity and inclusion.

Nikki Küntzle brings her singular vision of the butterfly to the project. More than a mere activation, our installation is intended to be both artistic and cultural, and to carry a message that transcends that of an institutional partnership. A freestanding, internally lit structure measuring 6 feet wide by 12 feet high and 4 feet deep brings the artist’s vision to life. The lighting doesn’t steal the show, but rather enhances the muralist’s creation. Everyone is invited to unfurl their very own butterfly or moth.