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Telus 2014 québec winter carnival

Creation, strategy and production for sponsorship by TELUS at the 2014 Québec Winter Carnival.

 

The Quebec Winter Carnival is the largest winter carnival in the world. It attracts more than 750,000 winter lovers and fans of the famous snowman, Bonhomme Carnaval. For the 8th consecutive year, TELUS joined the festival and gave the public a dazzling winter experience.

Again this year, in addition to being one of the major Carnival partners, TELUS was also the exclusive sponsor of the International de sculpture sur neige. Youville decided to celebrate the magic of snow by creating an experience directly by integrating TELUS’ involvement into the heart of the event. The public was invited to vote on the TELUSfr Facebook page to select the TELUS animal that it wanted to see be carved directly into the area. On-site, TELUS sculptures came alive through animations on LED screen (in cooperation with Baillat Cardell & son) and soundscapes that re-created their animals’ natural habitat.

In addition, the small TELUS sculptors’ area hosted families wishing to make their own sculptures, and TELUS provide blocks of snow, tools and an exhibition area for budding sculptors. Over three weekends, families made nearly 3700 sculptures and more than 25,000 people visited the TELUS zones.

The experiential strategy introduced by Youville thus allowed TELUS to get involved in the tradition of the Carnival by immersing itself in l’International de sculptures sur neige with a high degree of innovation and social interest.