Quebec Leisure Council
2023
Strategy & Mobilizing
Design & Visual Identity
Video production
Ad placement
Quebec Leisure Council
The Quebec Leisure Council (CQL) represents 35 national leisure organizations which regroup over 4 500 local and regional organizations, all supported by a network of hundreds of thousands of volunteers. Through its wide variety of recreational services, the Quebec Leisure Council contributes to Quebec’s social, cultural and economical development.
The project
Like many other sectors, associative leisure was seriously hit by the pandemic. Now emerging from this difficult period, the CQL wishes to mobilize its members around a national promotional campaign which aims to reconnect Quebec residents with the joy (and many benefits) of practicing a leisure activity.
Each of Molotov’s fields of expertise were called upon in the development of this ambitious project. Together, we developed a communication and mobilization plan, implemented a global campaign strategy, rolled out social media and advertising placements and conceptualized a fun campaign tagline. While some were working on conceptualizing a bold and colorful visual identity, others got to work producing 3 playful video advertisements to optimize campaign visibility.
We believe all Quebec residents should learn about the rich variety of leisure activities that are accessible across the province. Molotov is thrilled to have amplified the CQL’s message and extended its invitation to all Quebecers, reminding them of the joys and benefits of bringing leisure into their lives. Through this 360 campaign, we’re proud to have given leisure its well-deserved time to shine!
