OFF Infopresse's 2013 Campaign, created by Cossette in Montréal, Canada, earned a One Show Design Merit Award for its OOH outdoor brand identity system built
ARCHIVEHow Cossette Turned OFF Infopresse 2013 Into an Award-Winning Outdoor Campaign
The OFF Infopresse 2013 Campaign is an out-of-home advertising campaign created by Cossette in Montréal, Canada, for the annual OFF conference organised by Infopresse, built around five thematic pillars exploring the new powers shaping tomorrow's business landscape.
Infopresse positions its OFF conference as a groundbreaking, multidisciplinary gathering focused on creativity, innovation, and business leadership, according to Clapboard's editorial record. The 2013 edition required a campaign capable of communicating ambitious intellectual territory through a single outdoor medium — a constraint that forced every creative decision toward maximum clarity and visual impact. Cossette, the Montréal-headquartered agency appointed to deliver the work, answered that challenge with a cohesive brand identity system anchored in five distinct conceptual themes: mathematics, madness, transhumanism, and two further thematic territories, each rendered as a standalone visual narrative within a unified graphic language.
Published in Canada in June 2013, the campaign comprises one media asset — a disciplined single-execution approach that concentrates the brand's communicative weight rather than distributing it across multiple touchpoints. In the Canadian market, where the out-of-home sector competes for audience attention alongside increasingly fragmented digital channels, the decision to commit to outdoor as the sole medium underscores a strategic confidence in the format's ability to carry conceptual messaging at scale. The campaign sits within the broader media and entertainment category, serving a professional audience of marketers, creatives, and business leaders who represent the core constituency of the Infopresse universe. Its Clapboard Score of 49 out of 100 reflects solid craft credentials tempered by the inherent limitations of a one-asset, single-medium submission.
ARCHIVECossette identified a precise positioning challenge for OFF Infopresse. The conference needed to signal intellectual ambition to an audience of Canadian marketing and creative professionals already fluent in the language of brand communication — an audience, in other words, that is professionally resistant to generic event advertising.
The strategic response, led by planner Florence Girod, was to build the campaign around what Clapboard describes as five new powers of tomorrow's business. Each thematic pillar — mathematics, madness, transhumanism, and two companion concepts — functioned both as a subject of the conference's programming and as a creative brief in its own right, demanding a visual treatment capable of standing alone in the outdoor environment while cohering as part of a larger identity system. As reported by Communication Arts, the campaign's brand identity approach earned recognition at the One Show 2013, confirming that the strategic framework translated into executional quality that peers in the industry acknowledged.
The Canadian media and entertainment sector provided a commercially significant backdrop. Global media and entertainment spending grew at a compound annual growth rate projected at approximately six percent from 2012 to 2017, according to PQ Media. Within Canada, the marketing communications industry was navigating a period of accelerating digital adoption, which made the choice of outdoor as the primary medium a deliberately counter-intuitive strategic signal. Competing conference brands and media industry events in the Canadian market — including C2 Montréal, which had launched in 2012, and SXSW's growing influence on Canadian creative professionals — set a competitive standard that OFF Infopresse needed to meet with a campaign architecture that felt genuinely distinctive rather than conventionally promotional.
Creative director Barbara Jacques oversaw a team whose collective decisions define the campaign's visual character. Art director and designer Richard Bélanger shaped the graphic system that holds the five thematic territories together, with motion graphics contributed jointly by Bélanger and Hugo Brochard — a production dimension that suggests the campaign's visual language extended beyond static outdoor into animated or digital-out-of-home contexts, though the primary documented medium remains OOH.
The design approach, as documented by Clapboard and recognised by Communication Arts, functions as a brand identity campaign in the fullest sense: it does not merely advertise an event but constructs a visual world that embodies the intellectual values the OFF conference claims as its own. Each thematic concept — mathematics, madness, transhumanism — demands a distinct aesthetic register, and the creative team's achievement lies in reconciling that diversity within a system coherent enough to read as a single campaign. This kind of typographic and illustrative rigour is characteristic of Montréal's design culture, which has consistently produced work at the intersection of French-language graphic tradition and Anglo-influenced conceptualism.
Antoine Bécotte served as chief creative officer on the project, with account management handled by Flavie Desgagné-Éthier and Dominic Langdeau. The campaign's single media asset represents a concentrated creative statement — one execution required to carry the full weight of the brand narrative without the support of a broader multimedia ecosystem. Production credits for motion graphics confirm an investment in moving-image craft even within a campaign classified primarily as outdoor, pointing to a production philosophy that treats every format as an opportunity for formal precision rather than functional adequacy. As noted by the One Club, the campaign received a Design Merit Award in Brand Identity at the One Show 2013, in the Brand Identity: Campaign category, according to oneclub.org.
No verified performance data for the OFF Infopresse 2013 Campaign is publicly available. Audience reach figures, event registration uplifts, or brand awareness metrics attributable to the campaign have not been disclosed in any publicly accessible source, and Clapboard's editorial record does not document quantitative outcomes.
Structural effectiveness, however, can be assessed through the campaign's award recognition and its design coherence. The One Show 2013 Design Merit Award in Brand Identity — Campaign category, as confirmed by oneclub.org, represents external peer validation from one of the advertising industry's most selective juries. A Merit Award at the One Show signals that the work satisfied rigorous evaluative criteria for craft and conceptual integrity, even if it did not reach the threshold for a Pencil. Communication Arts similarly documented the campaign, reinforcing its standing within the North American design and advertising community.
The campaign's Clapboard Score of 49 out of 100 reflects this duality. The One Show recognition and the evident craft investment push the score into positive territory, while the single-asset submission, the absence of measurable performance data, and the inherently limited geographic scope of a conference-marketing brief in Canada constrain it from reaching higher. For a campaign serving a niche professional audience within the Canadian media and entertainment sector, the structural logic is sound: a visually rigorous outdoor execution targeting an audience of creative professionals is precisely the context in which design quality functions as the primary effectiveness mechanism. The campaign demonstrates that Cossette's Montréal operation understood its audience well enough to let craft carry the argument.
The OFF Infopresse 2013 Campaign is an out-of-home advertising campaign created by Cossette in Montréal, Canada, for the annual OFF conference. Published in June 2013, it comprises one media asset built around five thematic concepts representing new powers shaping tomorrow's business, and earned a One Show 2013 Design Merit Award, according to oneclub.org.
Cossette, based in Montréal, Canada, created the OFF Infopresse 2013 Campaign. The team was led by chief creative officer Antoine Bécotte and creative director Barbara Jacques, with art direction and design by Richard Bélanger and strategic planning by Florence Girod, as documented by Clapboard.
The OFF Infopresse 2013 Campaign received a Design Merit Award in Brand Identity at the One Show 2013, in the Brand Identity: Campaign category, according to oneclub.org. A One Show Merit Award represents peer recognition for craft and conceptual quality from one of the advertising industry's most selective international juries.
The campaign was organised around five thematic pillars described as new powers of tomorrow's business, including mathematics, madness, and transhumanism, as documented by Clapboard. Each theme functioned as both a conference programming subject and a standalone visual narrative within the campaign's unified outdoor brand identity system created by Cossette in Montréal.
The OFF Infopresse 2013 Campaign holds a Clapboard Score of 49 out of 100. The score reflects the campaign's One Show Design Merit Award recognition and evident craft quality, balanced against its single-asset submission format, the absence of publicly available performance metrics, and the niche professional scope of the Canadian conference marketing brief.
Antoine Bécotte served as chief creative officer, Barbara Jacques as creative director, and Richard Bélanger as art director and designer on the OFF Infopresse 2013 Campaign. Motion graphics were produced by Richard Bélanger and Hugo Brochard, with strategic planning by Florence Girod, all working within Cossette's Montréal operation, as documented by Clapboard.
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