In our second campaign for CF Montreal, Pigeon was tasked with developing creative that would recruit new fans to add to the team’s already impressive fanbase, along with increasing awareness and pride for the club.
The positioning of CF Montréal is based on the idea of uniting fans by their differences, with the vision of being a driver of dreams and emotions for players, future players and supporters. The team embodies enthusiasm and dynamism, reflecting the spirit of Montreal’s multicultural city and vibrant communities. We sought to invite all Montrealers to discover their team and let them be captivated by the contagious energy we can feel at the Saputo Stadium. Under the highly inclusive rallying cry Tout le stade (All the stadium) – a chant fans themselves use at the stadium – we invite Montrealers to be part of the action and experience the passion and unity of a close-knit team.
As part of this campaign, we developed advertising billboards and banners for digital media. In addition, 15- and 30-second video spots was airing on TV and online. Radio scripts were also created for advertisers of BPM Sports and TSN 690.