{"id":1882,"date":"2023-08-11T19:36:55","date_gmt":"2023-08-11T23:36:55","guid":{"rendered":"https:\/\/franchir.ca\/?post_type=realisation&p=1882"},"modified":"2025-01-08T09:28:53","modified_gmt":"2025-01-08T14:28:53","slug":"proud-to-activate-ones-butterfly-radio-canada","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/proud-to-activate-ones-butterfly-radio-canada\/","title":{"rendered":"Proudly showcasing Radio-Canada’s iconic butterfly!"},"content":{"rendered":"\n
\n
\n

Steadfast in its commitment to values such as inclusion and respect for diversity, Radio-
Canada proudly supports the Fiert\u00e9 Montr\u00e9al Festival. It served as a \u2018great partner\u2019 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.<\/p>\n<\/div>\n\n\n\n

\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n

M<\/strong>andate<\/h2>\n\n\n\n

Radio-Canada chose Franchir to help create
and produce its activation around the butterfly \u2013
Radio-Canada\u2019s emblem and official signature
for all its major cultural partnership initiatives.<\/p>\n\n\n\n

Objectives<\/h2>\n\n\n\n
\n
\n
\n
<\/div>\n\n\n\n
\n

01<\/strong> – Build engagement with the Radio-Canada brand;Position Radio-Canada as a key partner of the Fiert\u00e9 Montr\u00e9al Festival and Contribute to Radio-Canada\u2019s standing as a cultural player that supports and embodies inclusion and diversity in everything it does, in keeping with its values.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

\n
\n
\n

02<\/strong> – Create commitment and bring the brand to life in a participatory way, in interaction with festival-goers.<\/p>\n<\/div>\n\n\n\n

\n

03<\/strong> – romote photo taking and sharing (UGC) as a way to showcase Radio-Canada.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Concept<\/h2>\n\n\n\n

It is estimated that there are roughly 150,000 different butterfly species in the world. Each one has its own lifespan, although it\u2019s 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 Fiert\u00e9 Montr\u00e9al Festival. \u00a0 Fiert\u00e9, much like butterflies, reflects a diverse environment, where each being expresses their own colour and identity. But it\u2019s also an insect in constant flux, in a state of transformation. \u00a0 Franchir thus proposes \u00c9PH\u00c9M\u00c8RE (\u201cEPHEMERAL\u201d), an installation that mirrors the LGBTQ+ community as well as Radio-Canada\u2019s values of evolution, creativity and inclusion. \u00a0 <\/p>\n\n\n\n