lg2 Montreal gives New Look a new look

Behind the scenes of Awards judge Geneviève Langlois' top pick for 2020

December 21, 2020


Geneviève Langlois is a Creative Director at lg2 in Montreal  

When we gave our recent Advertising Awards jury the opportunity to share their own favourite projects for 2020, Geneviève chose one that, while appearing simple at first glance (no pun intended), involved a lot of craft. The artists behind the scenes of a project can often be overshadowed by the CDs when it comes to awards presentations, so hats off to Geneviève, for this homage to the creative world's front-line workers!

"I particularly like this project because it’s a complete shift for New Look Eyewear in terms of communication, plus the man-lynx is so well crafted."

"François St-Amant, at BLVD, directed the shoot, with a key contribution from SFX makeup artist Adrien Morot, who is one of the artists that worked on the bear scene in The Revenant. I also really like the art of Pascal Blanchet, who did the illustrations for the campaign."

"New Look Eyewear is firmly establishing itself as an industry leader, emphasizing its expertise, its passion and its value of design as it modernizes its brand experience and responds to new consumer expectations. With lg2’s support on both brand positioning and the restructuring of its offer, New Look is pursuing the  overall  transformation of its brand. This major repositioning kicked off with the unveiling of a new brand identity, as well as a large-scale campaign designed to make the change meaningful for consumers." 

The ambassador of the integrated campaign is a man-lynx, who highlights New Look's expertise – because  who better than a lynx to talk about perfect vision? The campaign also includes posters, POS displays, videos and social media, produced with illustrator Pascal Blanchet, with a focus on promoting both New Look’s expertise and its new identity that merges optometry and design.

Take a look:




More on Geneviève Langlois:

Geneviève has worked with many brands over the years, helping them touch the hearts of consumers. Maxi, the Loblaws discount banner in Quebec, went from flying under the radar to being the second most-influential brand in the province. Valentine, a local fast food chain, surpassed the international giants in just one year with only a small fraction of the budget. In both cases, creative efficiency made all the difference. Geneviève’s creativity comes with two secret weapons: versatility and a strong strategic mind. This combination has helped her work be recognized both locally and internationally, with awards at the Créas, Grafika, Boomerangs, Marketing Awards, ADCC, ADC, Applied Arts, and The One Show, in addition to a nod from Cannes.