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As summer approaches and life finds a new normal, Tourisme Montréal, a non-profit organisation promoting tourism to the city, and lg2 will soon launch Endless moments to share, a new campaign capturing Montrealers’ reflections about their city. The nearly two-minute video is more an homage to the city’s unique energy than a montage of all the things to see and do in the summer. This moving campaign celebrates the human connections that make Montreal so special, and which have become even more meaningful after two years of a pandemic.

A Celebration on Montreal

Filmed before the pandemic, Endless moments to share takes a closeup of 100 Montrealers on the same day in the city at exactly 5:00 p.m. sharp. A mosaic of 100 people, 100 experiences, 100 moments. One city. The images are set to the music of Montreal composer Alexandra Stréliski playing the piano at the iconic lookout atop Mont Royal Park. Then, Valaire, an electro-jazz-hip-hop group performs at the Village au Pied-du-Courant near the St. Lawrence River.

The international campaign is already a success in France, where it has been running online and in theatres since mid-April. It was recently launched in the US and will benefit from a strong digital presence and high-impact out-of-home placement, including billboards in New York’s Times Square. Finally, the campaign will launch in Ontario on May 16th.

“Whether you’re a Montrealer, a local tourist or a visitor from afar, Montreals’ uniqueness makes it a more attractive destination than ever. This summer will arrive like a breath of fresh air and renewed hope. Montreal is a vibrant city, the sum of all the people who make it so alive. Endless moments to share is a reflection of all the experiences the city inspires: at once unifying and human.” – Sylvie Charette, chief marketing officer, Tourisme Montréal

“This campaign was supposed to roll out in 2020. It was already a lovely piece, but it’s even more meaningful today, as Montreal returns to life and we welcome visitors. This video of candid moments with Montrealers is like diving into joy. The campaign expresses, when words fail, why we all love Montreal so much.” – Marilou Aubin, Partner, vice-president, executive creative director, lg2