Every year, the Société de Développement Commercial du Village gai (SDC), or The Gay Village Commercial Development Society, organizes Aires Libres with the aim to promote this famous Montreal neighbourhood. In 2009, the SDC appealed to Paprika to create Aires Libres’s promotional material.
The great place of encounter Sainte-Catherine Street East becomes during the event made us recall the joyful atmosphere of Montreal’s alleys where children used to meet and play under loaded clotheslines. We thus developed a concept around the theme “Beau temps pour étendre” (Great weather to hang out the wash). We designed gigantic smiley clothespins greeting passers-by on a street topped with colorful clotheslines. With the help of stencils, we also drew fun illustrations on the ground, thus distorting traffic and sidewalk codes. As for the event poster, we killed two birds with one stone, as it also became the promotional flyer once folded.
Grafika 2010 - Coup de coeur
Grafika 2010 - Grand prix / Design événementiel
GDC Graphex 2010 National Design Awards - Third place / Integrated brand program
Communication Arts Design Annual 2010
Step Inside Design, The Design 100 Annual 2009
Coupe Magazine 2009
Grafika 2009 - Prix / Catégorie affiche culturelle