CHOM: We're in it for Life

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This campaign for Montreal rock station CHOM highlighted rock music as a familiar and cherished presence in people's everyday lives. Working with the phrase “We're in it for Life,” the campaign suggested that rock classics provide a kind of personal soundtrack, be it in our day-to-day routines or major milestones.

In posters, as well as in spots for TV, radio and web, famous song titles were used to refer to weekday schedules, the day's weather, or even to illustrate different life paths in timeline form. TV spots featuring lyrics without music challenged viewers *not* to hear the voices of rock icons in their heads, while radio spots connected with the problems of ordinary people by playing out riffs of thematically relevant songs in tones from a phone's key pad.

Finally, the campaign's message that rock is a perennial fixture in people's lives took the form of outdoor posters, which used Lenticulare technology to change the posters' text depending on the viewing angle. The posters' copy related to a final aspect of everyday life, with song titles like “Stairway to Heaven” and “Highway to Hell.”

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Agency: Bleublancrouge
Creative Director: Gaëtan Namouric
Art Directors: Martin Dupuis, Bartolomé Graziana
Copywriters: Martin Dupuis, Alexandre Emond-Turcotte
Production: Peak Studio, Bell Media

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2014 Créa – Campagne intégrée, Prix: CHOM We’re in it for Life
2014 Créa – Campagne radio, Prix: CHOM Hotline
2014 Créa – Publicité radio, Prix: CHOM Money
2014 Créa – Campagne affichage extérieur, Prix: CHOM We’re in it for Life
2014 Créa – Affichage extérieur, Prix: CHOM Sympathy for my Religion
2014 Créa – Affichage extérieur, Prix: CHOM Rock Weather
2014 Créa – Media, Prix: CHOM Rock Weather

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