2020 Winner

CASE SUMMARY

Tattoos have evolved into an art form that expresses individuality and creativity, having been imprinted on roughly 25% of Canadians. Yet tattooing is not widely recognized by the arts community. To give tattoos more mainstream legitimacy, DentsuBos enlisted a group of tattooed Canadians to visit art galleries, including the Montreal Museum of Fine Arts. Subjects were asked to pose art pieces with their tattoos exposed, complete with small placards identifying them as works to be examined. The stunt, dubbed “The Permanent Collection,” was captured in a video and used to encourage other tattooed Canadians to share their own works of art on social.

Credits

Pascale Quesnel - PDG - MTL Tattoo
William Gauthier - Director General - MTL Tattoo
Sébastien Rivest- Director General (Creative) -DentsuBos
Julien Thiry - Creative Director -DentsuBos
Since Pogossian - Copywriter - DentsuBos
Sophie Forge - Artistic Director - DentsuBos
Cloé Boulianne - Client service -DentsuBos
Vicky Painchaud - Production - DentsuBos
Cédric Conti - Producer - Cédric Conti
Chop Chop - Colour - Chop chop
Studio Lamajeure - Sound Mix - Studio Lamajeure