Quebec’s colour palette is diverse and unique, from the pinks of the Farine Five Roses sign to the orange of the Gibeau Orange Julep. To reaffirm its credentials as a Quebec-born paint company, PPG’s Sico covered the province in signage that celebrated these iconic shades. From city streets to forests, Sico put up signs anywhere a distinct colour could be found to highlight it. The entire breadth of the work was collected in a single video that was watched – in its entirety – more than 3.8 million times. And as people discovered the signs, the campaign spread across social and mainstream media as a way for Quebecers to celebrate their province.