VIEW THE NIGHT

The collective exhibition Voir la nuit (view the night) at the MNBAQ is deployed around the themes of night and darkness. It places artworks from the MNBAQ’s collection in the heart of an enveloping and intimate atmosphere where visitors are guided by their senses, emotions,
and even memories.

The exhibition highlights the artists’ virtuosity by making darkness noticeable, bringing forms, faces, and landscapes out of the shadows and even representing the meanderings of dreams. Paprika designed the campaign for the exhibition using an approach that plunges the visitorinto total darkness. On an almost entirely black background, barely noticeable silhouettes of animals and objects become a source of light in the pitch-black night. This campaign was deployed through posters, a TV spot, digital ads, and outdoor signage.