Ad campaign in collaboration with music label Bonsound and Frenglish speaking rap band Dead Obies to promote the last stop of their 2017 tour. The idea is raw and simple : plaster quotes from their songs explicitly referencing some neighborhoods and streets at said locations.
Formerly used on Montreal streets signs and historically tied to the tensions between French and English in the city, typeface Hochelaga was an obvious choice to typeset and bring these lyrics back into the streets.
Concept: Dead Obies & Bonsound
Graphic Design: Feed