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Montreal Chamber of Commerce breaks campaign

The Chamber of Commerce of Metropolitan Montreal has begun a new advertising campaign as part of its “I love working downtown” initiative. Developed by Publicis, the campaign is intended to encourage residents of the city to return to work in the downtown area as the COVID-19 pandemic eases. The creative makes use of a collection of verbs “inspired by the word ‘downtown’” based on the works of Montreal poet Antoine Leclerc. The campaign consists of an online video and accompanying materials. Other participating agencies include Complice de marque, Hamak and Marelle Communications.

“The revival of downtown requires an ambition and a commitment that matches the challenge at hand,” said Michel Leblanc, president and CEO of the Chamber of Commerce of Metropolitan Montreal. “This sector has been particularly hard hit by the crisis and must once again become the nerve centre of the city's economy. With this campaign, we want the return of workers to the office to be accompanied by a reinvention of the downtown experience. The human experience of the downtown area is reflected through its shops, restaurants and multiple attractions. This is at the heart of our campaign and messages.”

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