To strengthen a sense of belonging to the Patrick Morin brand among consumers, we developed a new strategy for the company’s annual calendar featuring real customers. We revamped the calendar and launched a Facebook contest inviting followers to enter for their chance to be featured as a “Patrick Morin” for one of the twelve (12) calendar months. Twelve (12) customers were chosen to participate in a photo shoot and to represent the brand in the calendar, distributed in its twenty (20) centres throughout Quebec.
Making-of for the calendar
