Montreal Science Centre promotes sex exhibition
Cossette has developed an advertising campaign for the Old Port of Montreal in support of an installation called "Sex: A Tell-all Exhibition," which will run at the Montreal Science Centre until March 2011. The exhibition is intended to provide information about sexuality to young people over the age of 12. The creative, which is intended to convey a combination of pleasure and learning based on the scientific characteristics of sexuality, make use of anatomical diagrams as a visual theme. "As the Montreal Science Centre is focused on the pleasure of learning, we have replaced the descriptions of the body parts with interesting facts that are revealed in the exhibition," said Benoît Bessette, director of the agency. "On television, the anatomical training models are animated to show the attraction between individuals, which is one of the exhibition’s important aspects." The campaign includes television and print ads, as well as web banners.