City of Laval
Clearly, an informational flyer wasn’t going to change residents’ behaviour. To make sure our message was seen and heard we came up with the idea for an original music video by Alaclair Ensemble, one of Quebec’s most acclaimed rap groups. Shot entirely in a recycling centre, the video tackled recycling from a completely fresh angle and positioned the City of Laval as a leader on this issue.
Clearly, an informational flyer wasn’t going to change residents’ behaviour. To make sure our message was seen and heard we came up with the idea for an original music video by Alaclair Ensemble, one of Quebec’s most acclaimed rap groups. Shot entirely in a recycling centre, the video tackled recycling from a completely fresh angle and positioned the City of Laval as a leader on this issue.
Once the video was launched on the YouTube channel of the band’s record label Disques 7ième Ciel, as well as the Facebook pages of Laval and Alaclair Ensemble, it became an instant viral success. In total, the video generated roughly 3 million views, 1 million plays on Spotify, and a grand total of 27 million impressions.
High visibility amplified all marketing efforts and generated click-through rates well beyond the norm.
Once the video was launched on the YouTube channel of the band’s record label Disques 7ième Ciel, as well as the Facebook pages of Laval and Alaclair Ensemble, it became an instant viral success. In total, the video generated roughly 3 million views, 1 million plays on Spotify, and a grand total of 27 million impressions.
High visibility amplified all marketing efforts and generated click-through rates well beyond the norm.
Okay, not quite, but the track was named one of the best songs of the year by URBANIA Musique and the music video went on to be nominated at the 2020 ADISQ Gala in the “Video of the Year” category.
The campaign was also cited as an example throughout Quebec and around the world. For a city long seen as a not-so-cool Montreal suburb, this was vindication as well as a point of pride for all Laval residents.
Okay, not quite, but the track was named one of the best songs of the year by URBANIA Musique and the music video went on to be nominated at the 2020 ADISQ Gala in the “Video of the Year” category.
The campaign was also cited as an example throughout Quebec and around the world. For a city long seen as a not-so-cool Montreal suburb, this was vindication as well as a point of pride for all Laval residents.