2020 Winner

CASE SUMMARY

It took 52 weeks to curate 100 years of CN history into a canvas-bound treasure trove and travelling exhibit – having won Best of Show demonstrates it was well worth the effort. The task of packaging CN’s century-long life into a book was inspired by the unassuming shipping container, as well as the railway’s rich graphic landscape. The cargo crate inspired the design of each page. The signs for train crossings and the lines on the body of CN carriages were transformed into graphical elements across each page, which were divided into 100 chapters. From a fold-out network map and a “how to” manual on locomotive operation to aerial photos of the network’s scenery and documentation of the last telegraph – the “100 Years of Building a Legacy Together” is a visual reflection of how CN helped shape the geography, economy and culture of North America. The book was printed in a limited run of only 30,000 and then shipped to CN employees and retirees. A whimsical exhibit, using the same design principles and symbols, was also created and shipped across 14 different cities; a fitting way to celebrate 100 years on the move.

Credits

Credits Client :
CN Team

Credits Sid Lee:
Executive creative director: Alex Bernier
Creative director – Design: Marie-Élaine Benoit
Creative director: Christian Ayotte
Art directors: Sabrina Lévesque, Jean-François Mayrand, Audrey-Claude Roy, Vicky Vainionpaa, Sarah Déry
Copywriter: Michael Juretic
Designers: Magalie Rouleau, Jérémy Fréchette, Marie-Ève Poirier, Hugo Provencher
Illustrators: Marc-Olivier Lamothe, Benjamin L’Ecuyer, Jérémy Fréchette
Strategy: Stéphanie Bibeau
Group account director: Geneviève Boulanger
Account director: Myriam Veilleux
Account executive: Charlotte Corazza